{"version":"1.0.0","segments":[{"speaker":"Unknown","startTime":0.84,"endTime":3.96,"body":"Dirt with Gary Becker"},{"speaker":"Unknown","startTime":0.84,"endTime":3.96,"body":"in South Carolina's only podcast"},{"speaker":"Unknown","startTime":3.96,"endTime":7.92,"body":"dedicated to the real estate"},{"speaker":"Unknown","startTime":3.96,"endTime":7.92,"body":"agents correct. And Greetings."},{"speaker":"Unknown","startTime":7.92,"endTime":11.64,"body":"Welcome back everyone to another"},{"speaker":"Unknown","startTime":7.92,"endTime":11.64,"body":"episode of deshon dirt I am your"},{"speaker":"Unknown","startTime":11.67,"endTime":14.19,"body":"often irreverent and"},{"speaker":"Unknown","startTime":11.67,"endTime":14.19,"body":"opinionated, but rarely wrong"},{"speaker":"Unknown","startTime":14.19,"endTime":18.36,"body":"host Gary Pickering. 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So"},{"speaker":"Unknown","startTime":189.84,"endTime":192.54,"body":"everybody can get something out"},{"speaker":"Unknown","startTime":192.54,"endTime":195.9,"body":"of this show today. We're also"},{"speaker":"Unknown","startTime":192.54,"endTime":195.9,"body":"going to go over what is"},{"speaker":"Unknown","startTime":195.9,"endTime":199.83,"body":"happening at Cloud star, what is"},{"speaker":"Unknown","startTime":195.9,"endTime":199.83,"body":"cloud star? How does it affect"},{"speaker":"Unknown","startTime":199.83,"endTime":203.07,"body":"your closing, and what kind of"},{"speaker":"Unknown","startTime":199.83,"endTime":203.07,"body":"ransomware attack to happen to"},{"speaker":"Unknown","startTime":203.07,"endTime":206.07,"body":"them that could affect everybody"},{"speaker":"Unknown","startTime":203.07,"endTime":206.07,"body":"in real estate for the weeks to"},{"speaker":"Unknown","startTime":206.07,"endTime":209.7,"body":"come. 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And he's"},{"speaker":"Unknown","startTime":220.26,"endTime":223.98,"body":"going to explain to you how not"},{"speaker":"Unknown","startTime":220.26,"endTime":223.98,"body":"to waste a bunch of money on"},{"speaker":"Unknown","startTime":223.98,"endTime":227.52,"body":"crappy Google ad campaigns."},{"speaker":"Unknown","startTime":223.98,"endTime":227.52,"body":"Jared, first of all, thank you"},{"speaker":"Unknown","startTime":227.52,"endTime":229.98,"body":"so much for joining us all the"},{"speaker":"Unknown","startTime":227.52,"endTime":229.98,"body":"way from New Hampshire. Yeah,"},{"speaker":"Unknown","startTime":229.98,"endTime":233.1,"body":"thank you so much for having me."},{"speaker":"Unknown","startTime":229.98,"endTime":233.1,"body":"Alright, so my first question, I"},{"speaker":"Unknown","startTime":233.1,"endTime":235.47,"body":"always like to lay down that"},{"speaker":"Unknown","startTime":233.1,"endTime":235.47,"body":"background for real estate"},{"speaker":"Unknown","startTime":235.47,"endTime":237.93,"body":"agents. They need to know who"},{"speaker":"Unknown","startTime":235.47,"endTime":237.93,"body":"you are, and why you have so"},{"speaker":"Unknown","startTime":237.93,"endTime":240.48,"body":"much information and knowledge"},{"speaker":"Unknown","startTime":237.93,"endTime":240.48,"body":"so they know to listen to you"},{"speaker":"Unknown","startTime":240.48,"endTime":242.67,"body":"and I already know. Yep. So I"},{"speaker":"Unknown","startTime":240.48,"endTime":242.67,"body":"know. You've got tons of great"},{"speaker":"Unknown","startTime":242.67,"endTime":244.92,"body":"information and great"},{"speaker":"Unknown","startTime":242.67,"endTime":244.92,"body":"credentials. So tell us a little"},{"speaker":"Unknown","startTime":244.92,"endTime":247.32,"body":"bit about why you know so much"},{"speaker":"Unknown","startTime":244.92,"endTime":247.32,"body":"about Google ads."},{"speaker":"Unknown","startTime":247.769,"endTime":251.249,"body":"Yeah, sure. So I to give you the"},{"speaker":"Unknown","startTime":247.769,"endTime":251.249,"body":"long short of it. I've been in"},{"speaker":"Unknown","startTime":251.249,"endTime":253.889,"body":"the industry since I was 14"},{"speaker":"Unknown","startTime":251.249,"endTime":253.889,"body":"years old. I ended up graduating"},{"speaker":"Unknown","startTime":253.889,"endTime":256.619,"body":"high school early ended up"},{"speaker":"Unknown","startTime":253.889,"endTime":256.619,"body":"graduate college early on my"},{"speaker":"Unknown","startTime":256.619,"endTime":260.039,"body":"first marketing job when I was"},{"speaker":"Unknown","startTime":256.619,"endTime":260.039,"body":"17. Started in corporate"},{"speaker":"Unknown","startTime":260.039,"endTime":262.889,"body":"marketing. The first ever job"},{"speaker":"Unknown","startTime":260.039,"endTime":262.889,"body":"was for a real estate"},{"speaker":"Unknown","startTime":262.889,"endTime":265.379,"body":"Corporation I focused on"},{"speaker":"Unknown","startTime":262.889,"endTime":265.379,"body":"residential real estate side"},{"speaker":"Unknown","startTime":265.409,"endTime":267.569,"body":"they did both commercial and"},{"speaker":"Unknown","startTime":265.409,"endTime":267.569,"body":"residential by only touch the"},{"speaker":"Unknown","startTime":267.569,"endTime":271.859,"body":"residential side. After a little"},{"speaker":"Unknown","startTime":267.569,"endTime":271.859,"body":"over a year being there, a new"},{"speaker":"Unknown","startTime":271.859,"endTime":274.529,"body":"corporate world wasn't for me"},{"speaker":"Unknown","startTime":271.859,"endTime":274.529,"body":"start freelance marketing"},{"speaker":"Unknown","startTime":274.559,"endTime":278.549,"body":"online. 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I worked there for a"},{"speaker":"Unknown","startTime":281.009,"endTime":285.359,"body":"bit, and then I slowly cut down"},{"speaker":"Unknown","startTime":285.359,"endTime":288.629,"body":"my hours went from full day"},{"speaker":"Unknown","startTime":285.359,"endTime":288.629,"body":"time, eventually down to no time"},{"speaker":"Unknown","startTime":288.929,"endTime":292.529,"body":"and was a full time Freelancer"},{"speaker":"Unknown","startTime":288.929,"endTime":292.529,"body":"for a bit then I created my own"},{"speaker":"Unknown","startTime":292.679,"endTime":297.209,"body":"marketing agency in which we do"},{"speaker":"Unknown","startTime":292.679,"endTime":297.209,"body":"both Google as PPC as well as"},{"speaker":"Unknown","startTime":297.359,"endTime":301.439,"body":"SEO and I'm also a real estate"},{"speaker":"Unknown","startTime":297.359,"endTime":301.439,"body":"investors. So I also have that"},{"speaker":"Unknown","startTime":301.439,"endTime":302.279,"body":"background as well."},{"speaker":"Unknown","startTime":302.58,"endTime":304.95,"body":"I got friends, it's taken seven"},{"speaker":"Unknown","startTime":302.58,"endTime":304.95,"body":"and eight years to graduate"},{"speaker":"Unknown","startTime":304.95,"endTime":308.25,"body":"college and you graduated"},{"speaker":"Unknown","startTime":304.95,"endTime":308.25,"body":"before. It's quite, quite"},{"speaker":"Unknown","startTime":308.25,"endTime":312.24,"body":"impressive resume there. So"},{"speaker":"Unknown","startTime":308.25,"endTime":312.24,"body":"let's talk about what we're here"},{"speaker":"Unknown","startTime":312.24,"endTime":315.33,"body":"for the Google ads. I know tons"},{"speaker":"Unknown","startTime":312.24,"endTime":315.33,"body":"of real estate agents that do"},{"speaker":"Unknown","startTime":315.33,"endTime":318.72,"body":"them, they swear by them. 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There's Google"},{"speaker":"Unknown","startTime":334.02,"endTime":336.57,"body":"search, which is when you search"},{"speaker":"Unknown","startTime":334.02,"endTime":336.57,"body":"for something on Google, and"},{"speaker":"Unknown","startTime":336.57,"endTime":338.94,"body":"those ads appear on search,"},{"speaker":"Unknown","startTime":336.57,"endTime":338.94,"body":"there's the Google Display"},{"speaker":"Unknown","startTime":338.94,"endTime":342.12,"body":"Network, which is when you see"},{"speaker":"Unknown","startTime":338.94,"endTime":342.12,"body":"image ads, or sometimes their"},{"speaker":"Unknown","startTime":342.12,"endTime":344.52,"body":"video ads on other people's"},{"speaker":"Unknown","startTime":342.12,"endTime":344.52,"body":"websites, these are publishing"},{"speaker":"Unknown","startTime":344.52,"endTime":347.67,"body":"websites that just serve ads on"},{"speaker":"Unknown","startTime":344.52,"endTime":347.67,"body":"websites. 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So those are"},{"speaker":"Unknown","startTime":350.01,"endTime":352.86,"body":"the three main networks, there"},{"speaker":"Unknown","startTime":352.86,"endTime":355.41,"body":"are other ones, but 90% of"},{"speaker":"Unknown","startTime":352.86,"endTime":355.41,"body":"people send money across those"},{"speaker":"Unknown","startTime":355.41,"endTime":358.26,"body":"three networks, what they"},{"speaker":"Unknown","startTime":355.41,"endTime":358.26,"body":"typically cost is going to be a"},{"speaker":"Unknown","startTime":358.26,"endTime":362.52,"body":"really wide range depending on"},{"speaker":"Unknown","startTime":358.26,"endTime":362.52,"body":"what market you're in, but also"},{"speaker":"Unknown","startTime":362.52,"endTime":366.24,"body":"what networks are running on."},{"speaker":"Unknown","startTime":362.52,"endTime":366.24,"body":"For example, some people really"},{"speaker":"Unknown","startTime":366.24,"endTime":368.58,"body":"spend a lot of money on youtube"},{"speaker":"Unknown","startTime":366.24,"endTime":368.58,"body":"promoting other content that"},{"speaker":"Unknown","startTime":368.85,"endTime":372.45,"body":"they created or an offer that"},{"speaker":"Unknown","startTime":368.85,"endTime":372.45,"body":"they have, you know, find out,"},{"speaker":"Unknown","startTime":372.84,"endTime":374.97,"body":"find out how much you could sell"},{"speaker":"Unknown","startTime":372.84,"endTime":374.97,"body":"your house for today, whatever"},{"speaker":"Unknown","startTime":374.97,"endTime":379.65,"body":"it may be. 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So it can be a"},{"speaker":"Unknown","startTime":387.87,"endTime":391.77,"body":"very wide range is gonna be"},{"speaker":"Unknown","startTime":391.77,"endTime":394.95,"body":"highly dependent on your market."},{"speaker":"Unknown","startTime":391.77,"endTime":394.95,"body":"But really, the more competitive"},{"speaker":"Unknown","startTime":394.95,"endTime":398.31,"body":"market you were in, the higher"},{"speaker":"Unknown","startTime":394.95,"endTime":398.31,"body":"the cost per click will be"},{"speaker":"Unknown","startTime":398.64,"endTime":402.84,"body":"that the title of our show today"},{"speaker":"Unknown","startTime":398.64,"endTime":402.84,"body":"is not waste money or crappy"},{"speaker":"Unknown","startTime":402.84,"endTime":405.06,"body":"Google ads. So why are Google"},{"speaker":"Unknown","startTime":402.84,"endTime":405.06,"body":"Ads crap,"},{"speaker":"Unknown","startTime":405.63,"endTime":412.2,"body":"a lot of it comes down to partly"},{"speaker":"Unknown","startTime":405.63,"endTime":412.2,"body":"by what I like to call Google's"},{"speaker":"Unknown","startTime":412.23,"endTime":415.5,"body":"ignorance tax, which is there"},{"speaker":"Unknown","startTime":412.23,"endTime":415.5,"body":"are a lot of things within the"},{"speaker":"Unknown","startTime":415.5,"endTime":418.8,"body":"Google Ads platform that don't"},{"speaker":"Unknown","startTime":415.5,"endTime":418.8,"body":"exactly do what it says on the"},{"speaker":"Unknown","startTime":418.8,"endTime":423.9,"body":"tin. One of the best things is"},{"speaker":"Unknown","startTime":418.8,"endTime":423.9,"body":"the Google recommendations"},{"speaker":"Unknown","startTime":423.9,"endTime":426.63,"body":"through the Google optimization"},{"speaker":"Unknown","startTime":423.9,"endTime":426.63,"body":"score, you log into your ad"},{"speaker":"Unknown","startTime":426.63,"endTime":430.53,"body":"account, and Google will say,"},{"speaker":"Unknown","startTime":426.63,"endTime":430.53,"body":"hey, this campaign has a 60%"},{"speaker":"Unknown","startTime":430.53,"endTime":433.38,"body":"optimization score. That seems"},{"speaker":"Unknown","startTime":430.53,"endTime":433.38,"body":"pretty bad. We're all familiar"},{"speaker":"Unknown","startTime":433.38,"endTime":437.97,"body":"with a 60% mean, a d a d minus"},{"speaker":"Unknown","startTime":433.38,"endTime":437.97,"body":"whoops, that phone coming off,"},{"speaker":"Unknown","startTime":437.97,"endTime":443.73,"body":"because I say Google, so. So"},{"speaker":"Unknown","startTime":437.97,"endTime":443.73,"body":"because of that, what happens is"},{"speaker":"Unknown","startTime":443.73,"endTime":445.98,"body":"you go through and then there"},{"speaker":"Unknown","startTime":443.73,"endTime":445.98,"body":"are recommendations like oh,"},{"speaker":"Unknown","startTime":445.98,"endTime":448.14,"body":"apply this recommendation, and"},{"speaker":"Unknown","startTime":445.98,"endTime":448.14,"body":"you'll increase your score by"},{"speaker":"Unknown","startTime":448.14,"endTime":452.19,"body":"10%. But some of these"},{"speaker":"Unknown","startTime":448.14,"endTime":452.19,"body":"recommendations are usually"},{"speaker":"Unknown","startTime":452.19,"endTime":454.53,"body":"features that almost anybody in"},{"speaker":"Unknown","startTime":452.19,"endTime":454.53,"body":"the industry would agree are"},{"speaker":"Unknown","startTime":454.53,"endTime":457.71,"body":"harmful to the account. So there"},{"speaker":"Unknown","startTime":454.53,"endTime":457.71,"body":"are various things that it just"},{"speaker":"Unknown","startTime":457.71,"endTime":461.04,"body":"doesn't do exactly what it says"},{"speaker":"Unknown","startTime":457.71,"endTime":461.04,"body":"it means or really big one is if"},{"speaker":"Unknown","startTime":461.04,"endTime":463.44,"body":"you're not actually tracking"},{"speaker":"Unknown","startTime":461.04,"endTime":463.44,"body":"conversions, because then at the"},{"speaker":"Unknown","startTime":463.59,"endTime":465.81,"body":"end of the day, you have no idea"},{"speaker":"Unknown","startTime":463.59,"endTime":465.81,"body":"how well your ads are"},{"speaker":"Unknown","startTime":465.81,"endTime":467.85,"body":"performing, no matter what you"},{"speaker":"Unknown","startTime":465.81,"endTime":467.85,"body":"say, no matter how much you say,"},{"speaker":"Unknown","startTime":467.85,"endTime":470.82,"body":"I feel like it's, I feel like"},{"speaker":"Unknown","startTime":467.85,"endTime":470.82,"body":"it's getting me leads, unless"},{"speaker":"Unknown","startTime":470.82,"endTime":474.03,"body":"you're tracking it, you have no"},{"speaker":"Unknown","startTime":470.82,"endTime":474.03,"body":"idea. So there's a lot of it's"},{"speaker":"Unknown","startTime":474.03,"endTime":477.18,"body":"can be a very powerful tool and"},{"speaker":"Unknown","startTime":474.03,"endTime":477.18,"body":"very powerful asset. But just"},{"speaker":"Unknown","startTime":477.18,"endTime":480.0,"body":"like anything, if you don't use"},{"speaker":"Unknown","startTime":477.18,"endTime":480.0,"body":"it properly, it can end up"},{"speaker":"Unknown","startTime":480.0,"endTime":481.5,"body":"causing a lot more harm than"},{"speaker":"Unknown","startTime":480.0,"endTime":481.5,"body":"good."},{"speaker":"Unknown","startTime":481.95,"endTime":485.67,"body":"For real estate agents, should"},{"speaker":"Unknown","startTime":481.95,"endTime":485.67,"body":"they just avoid Google Ads"},{"speaker":"Unknown","startTime":485.67,"endTime":488.94,"body":"altogether? Or when is it good"},{"speaker":"Unknown","startTime":485.67,"endTime":488.94,"body":"for real estate agents to use"},{"speaker":"Unknown","startTime":488.94,"endTime":491.25,"body":"Google ads? I have a lot of"},{"speaker":"Unknown","startTime":488.94,"endTime":491.25,"body":"agents who swear by it."},{"speaker":"Unknown","startTime":491.7,"endTime":495.96,"body":"Yes. So of course, it's going to"},{"speaker":"Unknown","startTime":491.7,"endTime":495.96,"body":"be great for some not great for"},{"speaker":"Unknown","startTime":495.96,"endTime":501.21,"body":"others, the biggest thing that"},{"speaker":"Unknown","startTime":495.96,"endTime":501.21,"body":"you can determine is if you have"},{"speaker":"Unknown","startTime":501.24,"endTime":505.83,"body":"a basic technical understanding"},{"speaker":"Unknown","startTime":501.24,"endTime":505.83,"body":"to either be able to set up"},{"speaker":"Unknown","startTime":505.83,"endTime":508.74,"body":"conversion tracking on your own,"},{"speaker":"Unknown","startTime":505.83,"endTime":508.74,"body":"or you have the funds to be able"},{"speaker":"Unknown","startTime":508.74,"endTime":512.16,"body":"to pay somebody to set it up on"},{"speaker":"Unknown","startTime":508.74,"endTime":512.16,"body":"your own on for you, even if you"},{"speaker":"Unknown","startTime":512.16,"endTime":514.68,"body":"don't plan on working with them"},{"speaker":"Unknown","startTime":512.16,"endTime":514.68,"body":"long term. Regardless of what"},{"speaker":"Unknown","startTime":514.68,"endTime":518.52,"body":"else you may, may or may not do"},{"speaker":"Unknown","startTime":514.68,"endTime":518.52,"body":"with that person, then yes, if"},{"speaker":"Unknown","startTime":518.52,"endTime":521.79,"body":"you are not at the very least"},{"speaker":"Unknown","startTime":518.52,"endTime":521.79,"body":"tracking conversions, it is not"},{"speaker":"Unknown","startTime":521.79,"endTime":524.31,"body":"worth it for you, no matter how"},{"speaker":"Unknown","startTime":521.79,"endTime":524.31,"body":"much you're spending, no matter"},{"speaker":"Unknown","startTime":524.31,"endTime":526.71,"body":"how big your company is, no"},{"speaker":"Unknown","startTime":524.31,"endTime":526.71,"body":"matter how experienced you are,"},{"speaker":"Unknown","startTime":527.04,"endTime":530.76,"body":"whether you're spending $1 a day"},{"speaker":"Unknown","startTime":527.04,"endTime":530.76,"body":"or $10,000 a day, because you"},{"speaker":"Unknown","startTime":530.76,"endTime":535.23,"body":"will not know what percentage of"},{"speaker":"Unknown","startTime":530.76,"endTime":535.23,"body":"your budget is being wasted. You"},{"speaker":"Unknown","startTime":535.23,"endTime":537.93,"body":"will not know what your"},{"speaker":"Unknown","startTime":535.23,"endTime":537.93,"body":"campaigns are making a lot of"},{"speaker":"Unknown","startTime":537.93,"endTime":540.9,"body":"money versus losing a lot of"},{"speaker":"Unknown","startTime":537.93,"endTime":540.9,"body":"money. What ad groups work best?"},{"speaker":"Unknown","startTime":540.9,"endTime":544.02,"body":"what keywords work best? Should"},{"speaker":"Unknown","startTime":540.9,"endTime":544.02,"body":"you spend 20% more per click"},{"speaker":"Unknown","startTime":544.02,"endTime":549.15,"body":"between the hours of 10am 12pm?"},{"speaker":"Unknown","startTime":544.02,"endTime":549.15,"body":"Or should you actually spend 20%"},{"speaker":"Unknown","startTime":549.15,"endTime":553.08,"body":"less in this county versus this"},{"speaker":"Unknown","startTime":549.15,"endTime":553.08,"body":"other county that because maybe"},{"speaker":"Unknown","startTime":553.08,"endTime":556.62,"body":"you get the same amount of leads"},{"speaker":"Unknown","startTime":553.08,"endTime":556.62,"body":"from each but the conversion"},{"speaker":"Unknown","startTime":556.62,"endTime":559.32,"body":"rate of leads to actual"},{"speaker":"Unknown","startTime":556.62,"endTime":559.32,"body":"customers of yours is way lower"},{"speaker":"Unknown","startTime":559.32,"endTime":562.56,"body":"than county A versus county B,"},{"speaker":"Unknown","startTime":559.32,"endTime":562.56,"body":"or you tend to sell or buy"},{"speaker":"Unknown","startTime":562.56,"endTime":565.86,"body":"houses or on behalf of clients"},{"speaker":"Unknown","startTime":562.56,"endTime":565.86,"body":"that are a lot more expensive."},{"speaker":"Unknown","startTime":565.86,"endTime":569.58,"body":"So you get a much higher fee"},{"speaker":"Unknown","startTime":565.86,"endTime":569.58,"body":"because of that. So you want to"},{"speaker":"Unknown","startTime":569.58,"endTime":572.67,"body":"bid more aggressively in these"},{"speaker":"Unknown","startTime":569.58,"endTime":572.67,"body":"areas. When you have conversion"},{"speaker":"Unknown","startTime":572.67,"endTime":576.87,"body":"tracking, ideally, end to end."},{"speaker":"Unknown","startTime":572.67,"endTime":576.87,"body":"So you can actually see what the"},{"speaker":"Unknown","startTime":576.87,"endTime":580.89,"body":"actual value of each individual"},{"speaker":"Unknown","startTime":576.87,"endTime":580.89,"body":"click, then you're going to be a"},{"speaker":"Unknown","startTime":580.89,"endTime":583.56,"body":"much more powerful and a much"},{"speaker":"Unknown","startTime":580.89,"endTime":583.56,"body":"more educated advertiser to"},{"speaker":"Unknown","startTime":583.56,"endTime":586.5,"body":"determine how much money should"},{"speaker":"Unknown","startTime":583.56,"endTime":586.5,"body":"I be spending, how effective are"},{"speaker":"Unknown","startTime":586.5,"endTime":588.69,"body":"these ads? If I'm getting a"},{"speaker":"Unknown","startTime":586.5,"endTime":588.69,"body":"really high return, then I"},{"speaker":"Unknown","startTime":588.69,"endTime":591.03,"body":"should be spending more if I'm"},{"speaker":"Unknown","startTime":588.69,"endTime":591.03,"body":"getting a really low return I"},{"speaker":"Unknown","startTime":591.03,"endTime":593.64,"body":"should be spending less what"},{"speaker":"Unknown","startTime":591.03,"endTime":593.64,"body":"areas should I double down on"},{"speaker":"Unknown","startTime":593.64,"endTime":597.42,"body":"what areas should I cut back on."},{"speaker":"Unknown","startTime":593.64,"endTime":597.42,"body":"So at the very least, if you"},{"speaker":"Unknown","startTime":597.42,"endTime":600.33,"body":"have a very simple landing page,"},{"speaker":"Unknown","startTime":597.42,"endTime":600.33,"body":"very simple website You should"},{"speaker":"Unknown","startTime":600.33,"endTime":603.78,"body":"be able to track your phone"},{"speaker":"Unknown","startTime":600.33,"endTime":603.78,"body":"calls, call rail over 45 bucks a"},{"speaker":"Unknown","startTime":603.78,"endTime":606.87,"body":"month, you can do it through"},{"speaker":"Unknown","startTime":603.78,"endTime":606.87,"body":"other call tracking systems call"},{"speaker":"Unknown","startTime":606.87,"endTime":609.81,"body":"rails just personally what I"},{"speaker":"Unknown","startTime":606.87,"endTime":609.81,"body":"prefer, it's very inexpensive"},{"speaker":"Unknown","startTime":609.81,"endTime":612.75,"body":"I'd rather you spend, I'd rather"},{"speaker":"Unknown","startTime":609.81,"endTime":612.75,"body":"you lower your ad spend by $45 a"},{"speaker":"Unknown","startTime":612.75,"endTime":616.35,"body":"month and not use call tracking"},{"speaker":"Unknown","startTime":612.75,"endTime":616.35,"body":"forms, you can do it through"},{"speaker":"Unknown","startTime":616.35,"endTime":619.26,"body":"Google Analytics, Google tag"},{"speaker":"Unknown","startTime":616.35,"endTime":619.26,"body":"manager or right through Google"},{"speaker":"Unknown","startTime":619.26,"endTime":621.87,"body":"ads, YouTube ads, you will find"},{"speaker":"Unknown","startTime":619.26,"endTime":621.87,"body":"them the one step by step"},{"speaker":"Unknown","startTime":621.87,"endTime":624.36,"body":"walkers. If you can set up"},{"speaker":"Unknown","startTime":621.87,"endTime":624.36,"body":"those, at least those two"},{"speaker":"Unknown","startTime":624.36,"endTime":627.3,"body":"things, then I would say you can"},{"speaker":"Unknown","startTime":624.36,"endTime":627.3,"body":"start running ads, if you're not"},{"speaker":"Unknown","startTime":627.3,"endTime":629.97,"body":"running. If you are not"},{"speaker":"Unknown","startTime":627.3,"endTime":629.97,"body":"interested in setting conversion"},{"speaker":"Unknown","startTime":629.97,"endTime":632.55,"body":"tracking, if you do not have"},{"speaker":"Unknown","startTime":629.97,"endTime":632.55,"body":"conversion tracking setup, do"},{"speaker":"Unknown","startTime":632.55,"endTime":633.54,"body":"not turn those ads on."},{"speaker":"Unknown","startTime":634.11,"endTime":637.53,"body":"So if you're a novice, and a lot"},{"speaker":"Unknown","startTime":634.11,"endTime":637.53,"body":"of us are everything I've"},{"speaker":"Unknown","startTime":637.53,"endTime":641.13,"body":"learned about social media has"},{"speaker":"Unknown","startTime":637.53,"endTime":641.13,"body":"been through trial and error. Or"},{"speaker":"Unknown","startTime":641.13,"endTime":644.79,"body":"I've gone on YouTube and typed"},{"speaker":"Unknown","startTime":641.13,"endTime":644.79,"body":"in how to get more followers how"},{"speaker":"Unknown","startTime":644.79,"endTime":648.15,"body":"to set up a YouTube page. And"},{"speaker":"Unknown","startTime":644.79,"endTime":648.15,"body":"it's the most basic stuff. So if"},{"speaker":"Unknown","startTime":648.15,"endTime":651.84,"body":"you're a real estate agent who's"},{"speaker":"Unknown","startTime":648.15,"endTime":651.84,"body":"a novice at this, or you're an"},{"speaker":"Unknown","startTime":651.84,"endTime":654.15,"body":"agent, it's just too busy to"},{"speaker":"Unknown","startTime":651.84,"endTime":654.15,"body":"really pay attention, you'll"},{"speaker":"Unknown","startTime":654.15,"endTime":656.82,"body":"throw the money out there hope"},{"speaker":"Unknown","startTime":654.15,"endTime":656.82,"body":"it works, and you're not going"},{"speaker":"Unknown","startTime":656.82,"endTime":659.94,"body":"to follow up. That's the agent"},{"speaker":"Unknown","startTime":656.82,"endTime":659.94,"body":"who has to absolutely avoid"},{"speaker":"Unknown","startTime":659.94,"endTime":660.45,"body":"Google."},{"speaker":"Unknown","startTime":661.2,"endTime":665.04,"body":"Yes, because it's dangerous."},{"speaker":"Unknown","startTime":661.2,"endTime":665.04,"body":"I've there have been times where"},{"speaker":"Unknown","startTime":665.04,"endTime":668.61,"body":"I've worked with businesses in"},{"speaker":"Unknown","startTime":665.04,"endTime":668.61,"body":"variety of different industries"},{"speaker":"Unknown","startTime":668.61,"endTime":670.89,"body":"who are spending 1000s of"},{"speaker":"Unknown","startTime":668.61,"endTime":670.89,"body":"dollars a month because they're"},{"speaker":"Unknown","startTime":670.92,"endTime":673.08,"body":"there, it's not that much money"},{"speaker":"Unknown","startTime":670.92,"endTime":673.08,"body":"for the size of the business"},{"speaker":"Unknown","startTime":673.08,"endTime":676.17,"body":"that they are, we get into the"},{"speaker":"Unknown","startTime":673.08,"endTime":676.17,"body":"account, the first thing we do"},{"speaker":"Unknown","startTime":676.17,"endTime":678.81,"body":"is we set up conversion tracking"},{"speaker":"Unknown","startTime":676.17,"endTime":678.81,"body":"for them. And it turns out, they"},{"speaker":"Unknown","startTime":678.81,"endTime":682.62,"body":"were wasting 80 to 90% of their"},{"speaker":"Unknown","startTime":678.81,"endTime":682.62,"body":"spend. Sometimes it's a lot"},{"speaker":"Unknown","startTime":682.62,"endTime":685.47,"body":"lower, and it was working fine."},{"speaker":"Unknown","startTime":682.62,"endTime":685.47,"body":"It's just that they didn't know"},{"speaker":"Unknown","startTime":685.47,"endTime":688.35,"body":"how much it was working. So it"},{"speaker":"Unknown","startTime":685.47,"endTime":688.35,"body":"becomes very dangerous, where"},{"speaker":"Unknown","startTime":688.35,"endTime":691.65,"body":"you're going, you know, should I"},{"speaker":"Unknown","startTime":688.35,"endTime":691.65,"body":"be spending this marketing"},{"speaker":"Unknown","startTime":691.65,"endTime":695.04,"body":"budget in other areas or other"},{"speaker":"Unknown","startTime":691.65,"endTime":695.04,"body":"channels, should I be spending"},{"speaker":"Unknown","startTime":695.04,"endTime":697.86,"body":"more money on Google, I should"},{"speaker":"Unknown","startTime":695.04,"endTime":697.86,"body":"be spending less money on Google"},{"speaker":"Unknown","startTime":697.86,"endTime":700.86,"body":"ads, unless you're actually"},{"speaker":"Unknown","startTime":697.86,"endTime":700.86,"body":"tracking the outcomes, you're"},{"speaker":"Unknown","startTime":700.86,"endTime":702.57,"body":"just kind of hoping for the"},{"speaker":"Unknown","startTime":700.86,"endTime":702.57,"body":"best."},{"speaker":"Unknown","startTime":702.9,"endTime":705.51,"body":"So an agent that knows what"},{"speaker":"Unknown","startTime":702.9,"endTime":705.51,"body":"they're doing, or somebody that"},{"speaker":"Unknown","startTime":705.51,"endTime":708.27,"body":"has a marketing company that"},{"speaker":"Unknown","startTime":705.51,"endTime":708.27,"body":"knows what they're doing, you're"},{"speaker":"Unknown","startTime":708.27,"endTime":711.27,"body":"saying they're going to actually"},{"speaker":"Unknown","startTime":708.27,"endTime":711.27,"body":"look at every ad, see how many"},{"speaker":"Unknown","startTime":711.27,"endTime":714.57,"body":"times it was clicked between"},{"speaker":"Unknown","startTime":711.27,"endTime":714.57,"body":"certain hours certain days. And"},{"speaker":"Unknown","startTime":714.57,"endTime":717.87,"body":"then you're going to modify your"},{"speaker":"Unknown","startTime":714.57,"endTime":717.87,"body":"ad bar to hit those particular"},{"speaker":"Unknown","startTime":717.87,"endTime":721.02,"body":"targeted areas, whether it's"},{"speaker":"Unknown","startTime":717.87,"endTime":721.02,"body":"particular county or particular"},{"speaker":"Unknown","startTime":721.02,"endTime":724.65,"body":"time, a particular day of the"},{"speaker":"Unknown","startTime":721.02,"endTime":724.65,"body":"week to maximize it. But those"},{"speaker":"Unknown","startTime":724.65,"endTime":726.63,"body":"who don't know what they're"},{"speaker":"Unknown","startTime":724.65,"endTime":726.63,"body":"doing, they're just going to pay"},{"speaker":"Unknown","startTime":726.63,"endTime":729.48,"body":"a fee. And they're they don't"},{"speaker":"Unknown","startTime":726.63,"endTime":729.48,"body":"have a clue whether anybody's"},{"speaker":"Unknown","startTime":729.48,"endTime":730.71,"body":"even looking at their ad."},{"speaker":"Unknown","startTime":732.059,"endTime":735.239,"body":"Correct. So when you have the"},{"speaker":"Unknown","startTime":732.059,"endTime":735.239,"body":"conversion data, you'll be able"},{"speaker":"Unknown","startTime":735.239,"endTime":739.139,"body":"to see within your account,"},{"speaker":"Unknown","startTime":735.239,"endTime":739.139,"body":"which of the well over 1000"},{"speaker":"Unknown","startTime":739.139,"endTime":742.409,"body":"different levers depending on"},{"speaker":"Unknown","startTime":739.139,"endTime":742.409,"body":"what features you do or not do"},{"speaker":"Unknown","startTime":742.409,"endTime":744.479,"body":"or do not decide to set up"},{"speaker":"Unknown","startTime":742.409,"endTime":744.479,"body":"within your account, you'll be"},{"speaker":"Unknown","startTime":744.479,"endTime":747.809,"body":"able to see let's just talk at a"},{"speaker":"Unknown","startTime":744.479,"endTime":747.809,"body":"very basic level, if somebody is"},{"speaker":"Unknown","startTime":747.809,"endTime":753.359,"body":"searching in, you know, they"},{"speaker":"Unknown","startTime":747.809,"endTime":753.359,"body":"they search for real estate"},{"speaker":"Unknown","startTime":753.359,"endTime":757.829,"body":"agent versus real estate agent"},{"speaker":"Unknown","startTime":753.359,"endTime":757.829,"body":"in a specific city. So they have"},{"speaker":"Unknown","startTime":757.829,"endTime":761.159,"body":"a general search versus a"},{"speaker":"Unknown","startTime":757.829,"endTime":761.159,"body":"specific location. Well, you"},{"speaker":"Unknown","startTime":761.159,"endTime":764.279,"body":"might see that one of them you"},{"speaker":"Unknown","startTime":761.159,"endTime":764.279,"body":"pay $8 per click on the other"},{"speaker":"Unknown","startTime":764.279,"endTime":767.429,"body":"one, you pay $5 per click on. So"},{"speaker":"Unknown","startTime":764.279,"endTime":767.429,"body":"by default, what a lot of people"},{"speaker":"Unknown","startTime":767.459,"endTime":769.679,"body":"will do is Oh, the one is"},{"speaker":"Unknown","startTime":767.459,"endTime":769.679,"body":"cheaper, I want to spend more on"},{"speaker":"Unknown","startTime":769.679,"endTime":773.759,"body":"it. But if that one that cost"},{"speaker":"Unknown","startTime":769.679,"endTime":773.759,"body":"you $5 per click actually"},{"speaker":"Unknown","startTime":773.759,"endTime":776.669,"body":"generating leads at $100 per"},{"speaker":"Unknown","startTime":773.759,"endTime":776.669,"body":"lead and the one that costs you"},{"speaker":"Unknown","startTime":776.759,"endTime":781.889,"body":"$8 per click Generate two leads"},{"speaker":"Unknown","startTime":776.759,"endTime":781.889,"body":"at $80 per lead, then the other"},{"speaker":"Unknown","startTime":782.069,"endTime":784.709,"body":"soon whenever I think I said 80"},{"speaker":"Unknown","startTime":782.069,"endTime":784.709,"body":"and 100, then the one that is 80"},{"speaker":"Unknown","startTime":784.709,"endTime":786.989,"body":"is going to be a lot less"},{"speaker":"Unknown","startTime":784.709,"endTime":786.989,"body":"expensive, even though the cost"},{"speaker":"Unknown","startTime":786.989,"endTime":790.259,"body":"per click is a lot more. So"},{"speaker":"Unknown","startTime":786.989,"endTime":790.259,"body":"without that very, you know"},{"speaker":"Unknown","startTime":790.259,"endTime":793.619,"body":"conversion data is very basic"},{"speaker":"Unknown","startTime":790.259,"endTime":793.619,"body":"information to have within any"},{"speaker":"Unknown","startTime":793.619,"endTime":798.239,"body":"sort of digital platform. And if"},{"speaker":"Unknown","startTime":793.619,"endTime":798.239,"body":"you don't have that, that data"},{"speaker":"Unknown","startTime":798.239,"endTime":800.669,"body":"at the very least, then you're"},{"speaker":"Unknown","startTime":798.239,"endTime":800.669,"body":"not going to be able to make any"},{"speaker":"Unknown","startTime":800.669,"endTime":803.999,"body":"real optimizations. And what"},{"speaker":"Unknown","startTime":800.669,"endTime":803.999,"body":"becomes even more dangerous. Are"},{"speaker":"Unknown","startTime":803.999,"endTime":807.149,"body":"the advertisers that still go in"},{"speaker":"Unknown","startTime":803.999,"endTime":807.149,"body":"and they say, I'm willing to pay"},{"speaker":"Unknown","startTime":807.749,"endTime":811.559,"body":"you 10% more on Mondays? Why"},{"speaker":"Unknown","startTime":807.749,"endTime":811.559,"body":"don't I felt like it or the"},{"speaker":"Unknown","startTime":811.829,"endTime":813.719,"body":"click through rate was a little"},{"speaker":"Unknown","startTime":811.829,"endTime":813.719,"body":"bit higher? The cost per click"},{"speaker":"Unknown","startTime":813.719,"endTime":816.059,"body":"was a little bit lower? Sure."},{"speaker":"Unknown","startTime":813.719,"endTime":816.059,"body":"But what was the actual"},{"speaker":"Unknown","startTime":816.059,"endTime":818.639,"body":"conversion rate? What How many?"},{"speaker":"Unknown","startTime":816.059,"endTime":818.639,"body":"What's the quality of those"},{"speaker":"Unknown","startTime":818.639,"endTime":821.159,"body":"conversions from this search"},{"speaker":"Unknown","startTime":818.639,"endTime":821.159,"body":"term versus that other search"},{"speaker":"Unknown","startTime":821.159,"endTime":825.539,"body":"term? So there's a lot of things"},{"speaker":"Unknown","startTime":821.159,"endTime":825.539,"body":"that you lose out on by not"},{"speaker":"Unknown","startTime":825.539,"endTime":828.449,"body":"having something that's really"},{"speaker":"Unknown","startTime":825.539,"endTime":828.449,"body":"fundamental set up within the"},{"speaker":"Unknown","startTime":828.449,"endTime":828.779,"body":"account."},{"speaker":"Unknown","startTime":829.169,"endTime":831.749,"body":"So basically, that's how we"},{"speaker":"Unknown","startTime":829.169,"endTime":831.749,"body":"determine whether my ads are"},{"speaker":"Unknown","startTime":831.749,"endTime":834.119,"body":"actually profitable, or it's"},{"speaker":"Unknown","startTime":831.749,"endTime":834.119,"body":"just a complete waste of money"},{"speaker":"Unknown","startTime":834.329,"endTime":838.259,"body":"is by doing the analytics. Yes."},{"speaker":"Unknown","startTime":834.329,"endTime":838.259,"body":"So how would an agent know if"},{"speaker":"Unknown","startTime":838.259,"endTime":840.959,"body":"they're spending the right"},{"speaker":"Unknown","startTime":838.259,"endTime":840.959,"body":"amount of money? Is it by the"},{"speaker":"Unknown","startTime":840.959,"endTime":843.929,"body":"rate of investment always"},{"speaker":"Unknown","startTime":840.959,"endTime":843.929,"body":"talking about the ROI? I have to"},{"speaker":"Unknown","startTime":843.929,"endTime":848.879,"body":"start looking at what's my cost?"},{"speaker":"Unknown","startTime":843.929,"endTime":848.879,"body":"To my to me? Is this basically"},{"speaker":"Unknown","startTime":848.879,"endTime":851.309,"body":"what we're doing? We're looking"},{"speaker":"Unknown","startTime":848.879,"endTime":851.309,"body":"at ROI to see what the return on"},{"speaker":"Unknown","startTime":851.309,"endTime":854.279,"body":"investment is here to figure out"},{"speaker":"Unknown","startTime":851.309,"endTime":854.279,"body":"the right amount about"},{"speaker":"Unknown","startTime":854.729,"endTime":857.399,"body":"essentially Yes, now if you're"},{"speaker":"Unknown","startTime":854.729,"endTime":857.399,"body":"not already running ads, then"},{"speaker":"Unknown","startTime":857.399,"endTime":860.309,"body":"you're going to be running"},{"speaker":"Unknown","startTime":857.399,"endTime":860.309,"body":"projections, which the best way"},{"speaker":"Unknown","startTime":860.309,"endTime":865.199,"body":"to always start off is what what"},{"speaker":"Unknown","startTime":860.309,"endTime":865.199,"body":"is your ideal outcome. So let's"},{"speaker":"Unknown","startTime":865.199,"endTime":869.789,"body":"say you're trying to get 10 more"},{"speaker":"Unknown","startTime":865.199,"endTime":869.789,"body":"customers per month, let's say"},{"speaker":"Unknown","startTime":870.029,"endTime":873.539,"body":"and you're like, Alright, great,"},{"speaker":"Unknown","startTime":870.029,"endTime":873.539,"body":"then what you can do is you can"},{"speaker":"Unknown","startTime":873.539,"endTime":876.869,"body":"go to even sign up for Google as"},{"speaker":"Unknown","startTime":873.539,"endTime":876.869,"body":"for for free, you don't have to"},{"speaker":"Unknown","startTime":877.019,"endTime":879.989,"body":"start spending money just to"},{"speaker":"Unknown","startTime":877.019,"endTime":879.989,"body":"have an account. You can go to"},{"speaker":"Unknown","startTime":879.989,"endTime":882.419,"body":"the Google Keyword Planner also"},{"speaker":"Unknown","startTime":879.989,"endTime":882.419,"body":"for free. There are better tools"},{"speaker":"Unknown","startTime":882.419,"endTime":884.609,"body":"out there. But if you want to do"},{"speaker":"Unknown","startTime":882.419,"endTime":884.609,"body":"it quick and easy, and this is"},{"speaker":"Unknown","startTime":884.609,"endTime":888.629,"body":"going to be the way to go. Go to"},{"speaker":"Unknown","startTime":884.609,"endTime":888.629,"body":"it's under. They choose their"},{"speaker":"Unknown","startTime":888.629,"endTime":890.249,"body":"interface all the time. So you"},{"speaker":"Unknown","startTime":888.629,"endTime":890.249,"body":"might have to Google it, but go"},{"speaker":"Unknown","startTime":890.249,"endTime":893.939,"body":"to the Google Keyword Planner."},{"speaker":"Unknown","startTime":890.249,"endTime":893.939,"body":"It should be under Tools or I"},{"speaker":"Unknown","startTime":893.939,"endTime":895.679,"body":"should I think they moved to"},{"speaker":"Unknown","startTime":893.939,"endTime":895.679,"body":"recently and it was just google"},{"speaker":"Unknown","startTime":895.679,"endTime":898.169,"body":"where it isn't Google will tell"},{"speaker":"Unknown","startTime":895.679,"endTime":898.169,"body":"you how to find it most recently"},{"speaker":"Unknown","startTime":898.559,"endTime":901.169,"body":"changed the location to Wherever"},{"speaker":"Unknown","startTime":898.559,"endTime":901.169,"body":"you're wherever you're trying to"},{"speaker":"Unknown","startTime":901.169,"endTime":904.709,"body":"run ads in, and put in three or"},{"speaker":"Unknown","startTime":901.169,"endTime":904.709,"body":"four different keywords that you"},{"speaker":"Unknown","startTime":904.709,"endTime":907.349,"body":"have, and Google's going to give"},{"speaker":"Unknown","startTime":904.709,"endTime":907.349,"body":"you a range of cost per clicks,"},{"speaker":"Unknown","startTime":907.499,"endTime":909.269,"body":"the ranges are going to be"},{"speaker":"Unknown","startTime":907.499,"endTime":909.269,"body":"pretty large, you might see it's"},{"speaker":"Unknown","startTime":909.269,"endTime":911.579,"body":"going to cost you anywhere from"},{"speaker":"Unknown","startTime":909.269,"endTime":911.579,"body":"two to $10 per click, there's a"},{"speaker":"Unknown","startTime":911.579,"endTime":913.739,"body":"lot of things that determine"},{"speaker":"Unknown","startTime":911.579,"endTime":913.739,"body":"where on that range or even"},{"speaker":"Unknown","startTime":913.739,"endTime":917.219,"body":"above or below that range will"},{"speaker":"Unknown","startTime":913.739,"endTime":917.219,"body":"end up on. But for a very basic"},{"speaker":"Unknown","startTime":917.219,"endTime":919.919,"body":"way, just take the median of"},{"speaker":"Unknown","startTime":917.219,"endTime":919.919,"body":"that. So let's just say $6 per"},{"speaker":"Unknown","startTime":919.919,"endTime":921.839,"body":"clip, and Google's saying"},{"speaker":"Unknown","startTime":919.919,"endTime":921.839,"body":"between two and 10. So just"},{"speaker":"Unknown","startTime":922.289,"endTime":926.819,"body":"together 12 divided by two, six,"},{"speaker":"Unknown","startTime":922.289,"endTime":926.819,"body":"so Okay, great. can take me $6"},{"speaker":"Unknown","startTime":926.819,"endTime":930.479,"body":"per clip, well, what percentage"},{"speaker":"Unknown","startTime":926.819,"endTime":930.479,"body":"of clicks are going to turn into"},{"speaker":"Unknown","startTime":930.479,"endTime":934.529,"body":"leads? I would say for lead gen,"},{"speaker":"Unknown","startTime":930.479,"endTime":934.529,"body":"you estimate at least maybe"},{"speaker":"Unknown","startTime":934.529,"endTime":937.769,"body":"around 10%? I'd say that's what"},{"speaker":"Unknown","startTime":934.529,"endTime":937.769,"body":"we're looking for in most areas."},{"speaker":"Unknown","startTime":937.799,"endTime":940.649,"body":"Okay, great. So it's going to"},{"speaker":"Unknown","startTime":937.799,"endTime":940.649,"body":"cost me $60 per lead, what"},{"speaker":"Unknown","startTime":940.649,"endTime":944.879,"body":"percentage of leads are going to"},{"speaker":"Unknown","startTime":940.649,"endTime":944.879,"body":"actually be qualified leads are"},{"speaker":"Unknown","startTime":944.879,"endTime":947.789,"body":"actually going to turn into"},{"speaker":"Unknown","startTime":944.879,"endTime":947.789,"body":"customers? For me. If you've"},{"speaker":"Unknown","startTime":947.789,"endTime":949.229,"body":"been an agent for a while,"},{"speaker":"Unknown","startTime":947.789,"endTime":949.229,"body":"you're probably going to have a"},{"speaker":"Unknown","startTime":949.229,"endTime":951.509,"body":"pretty good idea of how many"},{"speaker":"Unknown","startTime":949.229,"endTime":951.509,"body":"people reach out to you versus"},{"speaker":"Unknown","startTime":951.509,"endTime":955.079,"body":"having to work with you. Let's"},{"speaker":"Unknown","startTime":951.509,"endTime":955.079,"body":"just say 30%. Okay, great. So we"},{"speaker":"Unknown","startTime":955.079,"endTime":959.669,"body":"take that $60 times that by"},{"speaker":"Unknown","startTime":955.079,"endTime":959.669,"body":"three, that gives us the 180."},{"speaker":"Unknown","startTime":959.879,"endTime":961.979,"body":"Well, if you're trying to get 10"},{"speaker":"Unknown","startTime":959.879,"endTime":961.979,"body":"new customers, and that's going"},{"speaker":"Unknown","startTime":961.979,"endTime":965.909,"body":"to be 18 $100 a month, probably,"},{"speaker":"Unknown","startTime":961.979,"endTime":965.909,"body":"that's one way to plan it out."},{"speaker":"Unknown","startTime":966.059,"endTime":968.159,"body":"It's fairly straightforward. Is"},{"speaker":"Unknown","startTime":966.059,"endTime":968.159,"body":"that going to be exact? No,"},{"speaker":"Unknown","startTime":968.159,"endTime":970.679,"body":"there are much more"},{"speaker":"Unknown","startTime":968.159,"endTime":970.679,"body":"sophisticated ways of going"},{"speaker":"Unknown","startTime":970.679,"endTime":974.069,"body":"about it, but a very baseline"},{"speaker":"Unknown","startTime":970.679,"endTime":974.069,"body":"idea, that's a good way to"},{"speaker":"Unknown","startTime":974.069,"endTime":977.129,"body":"start. And then two things are"},{"speaker":"Unknown","startTime":974.069,"endTime":977.129,"body":"going to happen at that number"},{"speaker":"Unknown","startTime":977.129,"endTime":980.969,"body":"that you come back with is too"},{"speaker":"Unknown","startTime":977.129,"endTime":980.969,"body":"high. And you're like, wow, you"},{"speaker":"Unknown","startTime":980.969,"endTime":984.149,"body":"know, I want to spend like $500"},{"speaker":"Unknown","startTime":980.969,"endTime":984.149,"body":"a month, two things you're going"},{"speaker":"Unknown","startTime":984.149,"endTime":987.299,"body":"to have to happen. You're gonna"},{"speaker":"Unknown","startTime":984.149,"endTime":987.299,"body":"either have to lower your"},{"speaker":"Unknown","startTime":987.299,"endTime":989.999,"body":"expectations, lower your"},{"speaker":"Unknown","startTime":987.299,"endTime":989.999,"body":"expectations, or increase your"},{"speaker":"Unknown","startTime":989.999,"endTime":990.329,"body":"budget,"},{"speaker":"Unknown","startTime":990.809,"endTime":994.049,"body":"Google ads for real estate"},{"speaker":"Unknown","startTime":990.809,"endTime":994.049,"body":"agents. We're in South Carolina,"},{"speaker":"Unknown","startTime":994.049,"endTime":997.229,"body":"we have a fairly decent sized"},{"speaker":"Unknown","startTime":994.049,"endTime":997.229,"body":"market in Columbia and"},{"speaker":"Unknown","startTime":997.229,"endTime":1001.249,"body":"Greenville. What is your overall"},{"speaker":"Unknown","startTime":997.229,"endTime":1001.249,"body":"thought about agents using"},{"speaker":"Unknown","startTime":1001.249,"endTime":1003.769,"body":"Google? I mean, as for ads, I"},{"speaker":"Unknown","startTime":1001.249,"endTime":1003.769,"body":"mean, do you think that is a"},{"speaker":"Unknown","startTime":1003.769,"endTime":1005.989,"body":"viable tool for the agent?"},{"speaker":"Unknown","startTime":1006.5,"endTime":1011.33,"body":"I think it is, especially"},{"speaker":"Unknown","startTime":1006.5,"endTime":1011.33,"body":"because when it comes to when it"},{"speaker":"Unknown","startTime":1011.33,"endTime":1016.31,"body":"comes to ads versus SEO, which"},{"speaker":"Unknown","startTime":1011.33,"endTime":1016.31,"body":"my background is primarily in"},{"speaker":"Unknown","startTime":1016.31,"endTime":1019.4,"body":"SEO used to actually be very"},{"speaker":"Unknown","startTime":1016.31,"endTime":1019.4,"body":"against ads, and then I studied"},{"speaker":"Unknown","startTime":1019.4,"endTime":1022.64,"body":"it for roughly two years before"},{"speaker":"Unknown","startTime":1019.4,"endTime":1022.64,"body":"we were willing to offer it as a"},{"speaker":"Unknown","startTime":1022.64,"endTime":1024.44,"body":"service. Well, it's like, oh,"},{"speaker":"Unknown","startTime":1022.64,"endTime":1024.44,"body":"you know, maybe I was actually"},{"speaker":"Unknown","startTime":1024.44,"endTime":1028.19,"body":"wrong with all my assumption,"},{"speaker":"Unknown","startTime":1024.44,"endTime":1028.19,"body":"yada, yada. So anyways, when it"},{"speaker":"Unknown","startTime":1028.19,"endTime":1033.32,"body":"comes to specifically with real"},{"speaker":"Unknown","startTime":1028.19,"endTime":1033.32,"body":"estate, there are a lot of big"},{"speaker":"Unknown","startTime":1033.32,"endTime":1035.6,"body":"players that we have to worry"},{"speaker":"Unknown","startTime":1033.32,"endTime":1035.6,"body":"about. We have to worry about."},{"speaker":"Unknown","startTime":1035.72,"endTime":1038.42,"body":"Redfin, we have to worry about"},{"speaker":"Unknown","startTime":1035.72,"endTime":1038.42,"body":"Zillow, we have to worry about"},{"speaker":"Unknown","startTime":1038.42,"endTime":1041.33,"body":"Rocket Mortgage, we have to"},{"speaker":"Unknown","startTime":1038.42,"endTime":1041.33,"body":"worry about, you know, depending"},{"speaker":"Unknown","startTime":1041.33,"endTime":1043.94,"body":"on where you are, you know,"},{"speaker":"Unknown","startTime":1041.33,"endTime":1043.94,"body":"there can be you know, the"},{"speaker":"Unknown","startTime":1043.94,"endTime":1047.27,"body":"public MLS might list might"},{"speaker":"Unknown","startTime":1043.94,"endTime":1047.27,"body":"have, like certain partnerships,"},{"speaker":"Unknown","startTime":1047.27,"endTime":1052.67,"body":"or whatever it may be. So the"},{"speaker":"Unknown","startTime":1047.27,"endTime":1052.67,"body":"challenge that you run into, is"},{"speaker":"Unknown","startTime":1052.67,"endTime":1057.11,"body":"when it comes to something like"},{"speaker":"Unknown","startTime":1052.67,"endTime":1057.11,"body":"SEO, it's incredibly complex, it"},{"speaker":"Unknown","startTime":1057.11,"endTime":1059.3,"body":"tends to be that the bigger of a"},{"speaker":"Unknown","startTime":1057.11,"endTime":1059.3,"body":"company, the bigger of a brand"},{"speaker":"Unknown","startTime":1059.3,"endTime":1062.24,"body":"you are, the easier it is for"},{"speaker":"Unknown","startTime":1059.3,"endTime":1062.24,"body":"you to rank and maintain that"},{"speaker":"Unknown","startTime":1062.24,"endTime":1065.57,"body":"rank. It's very hard to"},{"speaker":"Unknown","startTime":1062.24,"endTime":1065.57,"body":"consistently compete with those"},{"speaker":"Unknown","startTime":1065.57,"endTime":1070.43,"body":"sorts of companies, if you are"},{"speaker":"Unknown","startTime":1065.57,"endTime":1070.43,"body":"not putting a fairly significant"},{"speaker":"Unknown","startTime":1070.43,"endTime":1073.52,"body":"amount of time, as well as a"},{"speaker":"Unknown","startTime":1070.43,"endTime":1073.52,"body":"fairly significant amount of"},{"speaker":"Unknown","startTime":1073.52,"endTime":1078.11,"body":"funds into now, long term. Seo"},{"speaker":"Unknown","startTime":1073.52,"endTime":1078.11,"body":"tends to be less expensive,"},{"speaker":"Unknown","startTime":1078.47,"endTime":1083.39,"body":"short term, it does not. So"},{"speaker":"Unknown","startTime":1078.47,"endTime":1083.39,"body":"usually, at the very least what"},{"speaker":"Unknown","startTime":1083.66,"endTime":1087.35,"body":"Google ads will allow you to do"},{"speaker":"Unknown","startTime":1083.66,"endTime":1087.35,"body":"is compete head to head against"},{"speaker":"Unknown","startTime":1087.35,"endTime":1089.45,"body":"these companies where you set"},{"speaker":"Unknown","startTime":1087.35,"endTime":1089.45,"body":"your budget, if you want to"},{"speaker":"Unknown","startTime":1089.45,"endTime":1093.38,"body":"spend $10 a day and it costs you"},{"speaker":"Unknown","startTime":1089.45,"endTime":1093.38,"body":"$10 per click, you can do that."},{"speaker":"Unknown","startTime":1093.77,"endTime":1097.37,"body":"With SEO. You know, if you're in"},{"speaker":"Unknown","startTime":1093.77,"endTime":1097.37,"body":"a market where let's just say"},{"speaker":"Unknown","startTime":1097.37,"endTime":1099.59,"body":"for example, it has been two"},{"speaker":"Unknown","startTime":1097.37,"endTime":1099.59,"body":"grand a month to even have a"},{"speaker":"Unknown","startTime":1099.59,"endTime":1102.86,"body":"chance to competing. Well, if"},{"speaker":"Unknown","startTime":1099.59,"endTime":1102.86,"body":"you spend $500 a month the issue"},{"speaker":"Unknown","startTime":1102.86,"endTime":1106.25,"body":"is everybody's compete,"},{"speaker":"Unknown","startTime":1102.86,"endTime":1106.25,"body":"everyone's still actively"},{"speaker":"Unknown","startTime":1106.49,"endTime":1108.92,"body":"outpacing you. So you're just"},{"speaker":"Unknown","startTime":1106.49,"endTime":1108.92,"body":"getting further and further"},{"speaker":"Unknown","startTime":1108.92,"endTime":1111.17,"body":"behind every month, let's sure"},{"speaker":"Unknown","startTime":1108.92,"endTime":1111.17,"body":"you're keeping a little bit of"},{"speaker":"Unknown","startTime":1111.17,"endTime":1113.6,"body":"pace because you're still"},{"speaker":"Unknown","startTime":1111.17,"endTime":1113.6,"body":"investing in it. But you're not"},{"speaker":"Unknown","startTime":1113.6,"endTime":1115.37,"body":"going to be getting any"},{"speaker":"Unknown","startTime":1113.6,"endTime":1115.37,"body":"traction, you're just going to"},{"speaker":"Unknown","startTime":1115.37,"endTime":1118.31,"body":"be staying completely behind"},{"speaker":"Unknown","startTime":1115.37,"endTime":1118.31,"body":"with some sort of equity that"},{"speaker":"Unknown","startTime":1118.31,"endTime":1121.31,"body":"you're building on the back end."},{"speaker":"Unknown","startTime":1118.31,"endTime":1121.31,"body":"So Google Ads is going to get"},{"speaker":"Unknown","startTime":1121.31,"endTime":1126.02,"body":"you where you want to be much"},{"speaker":"Unknown","startTime":1121.31,"endTime":1126.02,"body":"faster, at least initially. Now,"},{"speaker":"Unknown","startTime":1126.08,"endTime":1129.41,"body":"long term, ads on just about any"},{"speaker":"Unknown","startTime":1126.08,"endTime":1129.41,"body":"platform tend to be more"},{"speaker":"Unknown","startTime":1129.41,"endTime":1132.26,"body":"expensive than anything that's"},{"speaker":"Unknown","startTime":1129.41,"endTime":1132.26,"body":"more organic, such as brand"},{"speaker":"Unknown","startTime":1132.29,"endTime":1135.59,"body":"findability, content, marketing,"},{"speaker":"Unknown","startTime":1132.29,"endTime":1135.59,"body":"SEO, etc. So what I like to"},{"speaker":"Unknown","startTime":1135.59,"endTime":1138.29,"body":"recommend to people, especially"},{"speaker":"Unknown","startTime":1135.59,"endTime":1138.29,"body":"if they're afraid of ads, and"},{"speaker":"Unknown","startTime":1138.32,"endTime":1140.69,"body":"are really in love with SEO, SEO"},{"speaker":"Unknown","startTime":1138.32,"endTime":1140.69,"body":"tends to be the bandwagon"},{"speaker":"Unknown","startTime":1140.69,"endTime":1143.6,"body":"everybody's a little bit"},{"speaker":"Unknown","startTime":1140.69,"endTime":1143.6,"body":"everyone wants it is, at the"},{"speaker":"Unknown","startTime":1143.6,"endTime":1145.73,"body":"very least start with investing"},{"speaker":"Unknown","startTime":1143.6,"endTime":1145.73,"body":"with ads, you're going after the"},{"speaker":"Unknown","startTime":1145.73,"endTime":1148.22,"body":"same exact keywords, you know"},{"speaker":"Unknown","startTime":1145.73,"endTime":1148.22,"body":"what really sucks? When you"},{"speaker":"Unknown","startTime":1148.22,"endTime":1151.91,"body":"spend 1000s of dollars a month,"},{"speaker":"Unknown","startTime":1148.22,"endTime":1151.91,"body":"going after SEO, wait six to 12"},{"speaker":"Unknown","startTime":1151.91,"endTime":1154.58,"body":"months finally rank and then"},{"speaker":"Unknown","startTime":1151.91,"endTime":1154.58,"body":"nobody ends up converting Why?"},{"speaker":"Unknown","startTime":1154.61,"endTime":1157.58,"body":"Because your website was"},{"speaker":"Unknown","startTime":1154.61,"endTime":1157.58,"body":"horrible, or your lead process"},{"speaker":"Unknown","startTime":1157.58,"endTime":1159.89,"body":"just wasn't what it needs to be"},{"speaker":"Unknown","startTime":1157.58,"endTime":1159.89,"body":"or whatever it may be. You're"},{"speaker":"Unknown","startTime":1159.89,"endTime":1161.84,"body":"you don't have enough Reviews on"},{"speaker":"Unknown","startTime":1159.89,"endTime":1161.84,"body":"Google compared to the other"},{"speaker":"Unknown","startTime":1161.84,"endTime":1164.27,"body":"agents for someone to actually"},{"speaker":"Unknown","startTime":1161.84,"endTime":1164.27,"body":"want to work with you. But"},{"speaker":"Unknown","startTime":1164.27,"endTime":1166.61,"body":"Google ads, if you have those"},{"speaker":"Unknown","startTime":1164.27,"endTime":1166.61,"body":"issues, you'd know pretty"},{"speaker":"Unknown","startTime":1166.61,"endTime":1169.55,"body":"quickly. So you get to"},{"speaker":"Unknown","startTime":1166.61,"endTime":1169.55,"body":"essentially test everything,"},{"speaker":"Unknown","startTime":1169.85,"endTime":1174.29,"body":"spend money on ads, take some of"},{"speaker":"Unknown","startTime":1169.85,"endTime":1174.29,"body":"your ROI from your ads, reinvest"},{"speaker":"Unknown","startTime":1174.29,"endTime":1177.83,"body":"it in the ads to continue to"},{"speaker":"Unknown","startTime":1174.29,"endTime":1177.83,"body":"increase that velocity. So okay,"},{"speaker":"Unknown","startTime":1177.83,"endTime":1180.47,"body":"great. You're spending 1000"},{"speaker":"Unknown","startTime":1177.83,"endTime":1180.47,"body":"you're making 2000 spending 4000"},{"speaker":"Unknown","startTime":1180.47,"endTime":1183.71,"body":"making 8000 Okay, great. Now"},{"speaker":"Unknown","startTime":1180.47,"endTime":1183.71,"body":"let's take 3000 of that profit,"},{"speaker":"Unknown","startTime":1183.83,"endTime":1188.06,"body":"put that in SEO in our Google"},{"speaker":"Unknown","startTime":1183.83,"endTime":1188.06,"body":"Ads campaign is paying for SEO"},{"speaker":"Unknown","startTime":1188.06,"endTime":1189.98,"body":"campaign for us. And what kind"},{"speaker":"Unknown","startTime":1189.98,"endTime":1193.28,"body":"of Google Ads we talked about"},{"speaker":"Unknown","startTime":1189.98,"endTime":1193.28,"body":"Google Ads we talked about, if I"},{"speaker":"Unknown","startTime":1193.28,"endTime":1197.78,"body":"type in the word real estate in"},{"speaker":"Unknown","startTime":1193.28,"endTime":1197.78,"body":"Columbia, South Carolina, that"},{"speaker":"Unknown","startTime":1197.96,"endTime":1200.54,"body":"those are the things are going"},{"speaker":"Unknown","startTime":1197.96,"endTime":1200.54,"body":"to show up in the banner So that"},{"speaker":"Unknown","startTime":1200.54,"endTime":1202.73,"body":"that's what we're talking about"},{"speaker":"Unknown","startTime":1200.54,"endTime":1202.73,"body":"for Google ads, mainly,"},{"speaker":"Unknown","startTime":1203.3,"endTime":1205.67,"body":"yes, primarily the text ads on"},{"speaker":"Unknown","startTime":1203.3,"endTime":1205.67,"body":"Google just."},{"speaker":"Unknown","startTime":1205.97,"endTime":1208.31,"body":"And so if I'm a real estate"},{"speaker":"Unknown","startTime":1205.97,"endTime":1208.31,"body":"agent, I'm going to create that."},{"speaker":"Unknown","startTime":1208.31,"endTime":1210.71,"body":"So when somebody types in"},{"speaker":"Unknown","startTime":1208.31,"endTime":1210.71,"body":"certain keywords, it's going to"},{"speaker":"Unknown","startTime":1210.71,"endTime":1215.57,"body":"pop up my stuff instead of the"},{"speaker":"Unknown","startTime":1210.71,"endTime":1215.57,"body":"my competitors. Correct? If I"},{"speaker":"Unknown","startTime":1215.57,"endTime":1218.9,"body":"was a real estate agent, I"},{"speaker":"Unknown","startTime":1215.57,"endTime":1218.9,"body":"wanted to say, spend 1000 or"},{"speaker":"Unknown","startTime":1218.93,"endTime":1223.85,"body":"$2,000 a month, can I do that on"},{"speaker":"Unknown","startTime":1218.93,"endTime":1223.85,"body":"Google Ads effectively moving?"},{"speaker":"Unknown","startTime":1224.24,"endTime":1227.18,"body":"depending on the area? Yes, I"},{"speaker":"Unknown","startTime":1224.24,"endTime":1227.18,"body":"like to think as a general rule"},{"speaker":"Unknown","startTime":1227.18,"endTime":1230.9,"body":"of thumb, to try and get at"},{"speaker":"Unknown","startTime":1227.18,"endTime":1230.9,"body":"least four to five clicks a day."},{"speaker":"Unknown","startTime":1231.17,"endTime":1234.35,"body":"Because there's two things that"},{"speaker":"Unknown","startTime":1231.17,"endTime":1234.35,"body":"you're like, yes, if so even if"},{"speaker":"Unknown","startTime":1234.35,"endTime":1237.14,"body":"Google's, this is where it gets"},{"speaker":"Unknown","startTime":1234.35,"endTime":1237.14,"body":"a little bit complicated. Even"},{"speaker":"Unknown","startTime":1237.14,"endTime":1238.97,"body":"if Google says you have to pay"},{"speaker":"Unknown","startTime":1237.14,"endTime":1238.97,"body":"$10 a day, you can still pay"},{"speaker":"Unknown","startTime":1238.97,"endTime":1243.71,"body":"less, it just the way that the"},{"speaker":"Unknown","startTime":1238.97,"endTime":1243.71,"body":"ad auction system works is that"},{"speaker":"Unknown","startTime":1243.71,"endTime":1246.62,"body":"the less you pay, the harder it"},{"speaker":"Unknown","startTime":1243.71,"endTime":1246.62,"body":"will be for your ad rank to be"},{"speaker":"Unknown","startTime":1246.62,"endTime":1248.99,"body":"high enough. And your ad rank is"},{"speaker":"Unknown","startTime":1246.62,"endTime":1248.99,"body":"determined determines when you"},{"speaker":"Unknown","startTime":1248.99,"endTime":1251.9,"body":"show up. So you might be able to"},{"speaker":"Unknown","startTime":1248.99,"endTime":1251.9,"body":"pay $3, when everyone else pays"},{"speaker":"Unknown","startTime":1251.93,"endTime":1254.69,"body":"10, it's just that your ad only"},{"speaker":"Unknown","startTime":1251.93,"endTime":1254.69,"body":"shows up a couple times a week,"},{"speaker":"Unknown","startTime":1254.81,"endTime":1257.0,"body":"because you're paying so little"},{"speaker":"Unknown","startTime":1254.81,"endTime":1257.0,"body":"that there's just very rarely"},{"speaker":"Unknown","startTime":1257.0,"endTime":1258.59,"body":"does Google actually want to"},{"speaker":"Unknown","startTime":1257.0,"endTime":1258.59,"body":"show your ad unless they have"},{"speaker":"Unknown","startTime":1258.59,"endTime":1261.32,"body":"nobody else's ad to show"},{"speaker":"Unknown","startTime":1258.59,"endTime":1261.32,"body":"essentially. So a little bit of"},{"speaker":"Unknown","startTime":1261.32,"endTime":1264.95,"body":"a basic way of explaining it,"},{"speaker":"Unknown","startTime":1261.32,"endTime":1264.95,"body":"but for the sake of time. So"},{"speaker":"Unknown","startTime":1265.52,"endTime":1269.03,"body":"four to five clicks a day. I"},{"speaker":"Unknown","startTime":1265.52,"endTime":1269.03,"body":"like that metric. Because what"},{"speaker":"Unknown","startTime":1269.03,"endTime":1271.13,"body":"happens is if you're not"},{"speaker":"Unknown","startTime":1269.03,"endTime":1271.13,"body":"spending a whole lot of money,"},{"speaker":"Unknown","startTime":1271.4,"endTime":1273.71,"body":"which means you're not getting a"},{"speaker":"Unknown","startTime":1271.4,"endTime":1273.71,"body":"whole lot of clicks, and how"},{"speaker":"Unknown","startTime":1273.71,"endTime":1275.36,"body":"much money you need to spend to"},{"speaker":"Unknown","startTime":1273.71,"endTime":1275.36,"body":"get clicks is gonna depend on"},{"speaker":"Unknown","startTime":1275.36,"endTime":1277.37,"body":"your cost per click, that means"},{"speaker":"Unknown","startTime":1275.36,"endTime":1277.37,"body":"you're not getting a whole lot"},{"speaker":"Unknown","startTime":1277.37,"endTime":1281.09,"body":"of data. And so if you're trying"},{"speaker":"Unknown","startTime":1277.37,"endTime":1281.09,"body":"to determine, which is this"},{"speaker":"Unknown","startTime":1281.09,"endTime":1282.98,"body":"landing page, or where am I"},{"speaker":"Unknown","startTime":1281.09,"endTime":1282.98,"body":"sending my ads? Am I actually"},{"speaker":"Unknown","startTime":1282.98,"endTime":1285.77,"body":"getting conversions? Am I"},{"speaker":"Unknown","startTime":1282.98,"endTime":1285.77,"body":"getting conversion within a cost"},{"speaker":"Unknown","startTime":1285.77,"endTime":1290.18,"body":"that I find acceptable? Well, if"},{"speaker":"Unknown","startTime":1285.77,"endTime":1290.18,"body":"you're getting one quick a day,"},{"speaker":"Unknown","startTime":1290.3,"endTime":1293.3,"body":"and let's just say you need 50"},{"speaker":"Unknown","startTime":1290.3,"endTime":1293.3,"body":"clicks to determine if this is"},{"speaker":"Unknown","startTime":1293.3,"endTime":1296.0,"body":"working or not very anecdotal,"},{"speaker":"Unknown","startTime":1293.3,"endTime":1296.0,"body":"let's just go with that. Well,"},{"speaker":"Unknown","startTime":1296.0,"endTime":1297.89,"body":"it's going to be 50 days or"},{"speaker":"Unknown","startTime":1296.0,"endTime":1297.89,"body":"almost two months for you to"},{"speaker":"Unknown","startTime":1297.89,"endTime":1301.34,"body":"figure out if that's working. So"},{"speaker":"Unknown","startTime":1297.89,"endTime":1301.34,"body":"are you willing to sit there and"},{"speaker":"Unknown","startTime":1301.34,"endTime":1305.27,"body":"spend that money for two months"},{"speaker":"Unknown","startTime":1301.34,"endTime":1305.27,"body":"versus if you doubled that"},{"speaker":"Unknown","startTime":1305.27,"endTime":1308.78,"body":"budget, and found out the same"},{"speaker":"Unknown","startTime":1305.27,"endTime":1308.78,"body":"exact answer, but over the"},{"speaker":"Unknown","startTime":1308.78,"endTime":1312.53,"body":"course of 25 days, rather than"},{"speaker":"Unknown","startTime":1308.78,"endTime":1312.53,"body":"50 days, or 30, rather than 60?"},{"speaker":"Unknown","startTime":1312.53,"endTime":1315.17,"body":"Whatever I said it was. So"},{"speaker":"Unknown","startTime":1312.53,"endTime":1315.17,"body":"that's another thing is just how"},{"speaker":"Unknown","startTime":1315.2,"endTime":1317.24,"body":"quickly Are you getting that"},{"speaker":"Unknown","startTime":1315.2,"endTime":1317.24,"body":"information, because how much"},{"speaker":"Unknown","startTime":1317.24,"endTime":1320.03,"body":"data you get how many clicks you"},{"speaker":"Unknown","startTime":1317.24,"endTime":1320.03,"body":"get determines how much actual"},{"speaker":"Unknown","startTime":1320.03,"endTime":1322.61,"body":"information you will get out of"},{"speaker":"Unknown","startTime":1320.03,"endTime":1322.61,"body":"your account. So you don't want"},{"speaker":"Unknown","startTime":1322.61,"endTime":1324.89,"body":"to be sitting there just"},{"speaker":"Unknown","startTime":1322.61,"endTime":1324.89,"body":"waiting, like, it's not really"},{"speaker":"Unknown","startTime":1324.89,"endTime":1328.31,"body":"working. But for me to figure"},{"speaker":"Unknown","startTime":1324.89,"endTime":1328.31,"body":"out, if this test that I made,"},{"speaker":"Unknown","startTime":1328.31,"endTime":1330.32,"body":"or what I started off with is"},{"speaker":"Unknown","startTime":1328.31,"endTime":1330.32,"body":"going to work, I'm just gonna"},{"speaker":"Unknown","startTime":1330.32,"endTime":1332.57,"body":"have to, you know, sit and wait"},{"speaker":"Unknown","startTime":1330.32,"endTime":1332.57,"body":"and watch the watch for the next"},{"speaker":"Unknown","startTime":1332.57,"endTime":1334.55,"body":"three months before I get a"},{"speaker":"Unknown","startTime":1332.57,"endTime":1334.55,"body":"couple quotes to figure out"},{"speaker":"Unknown","startTime":1334.55,"endTime":1335.18,"body":"what's going on."},{"speaker":"Unknown","startTime":1335.45,"endTime":1337.79,"body":"I'm a real estate agent, I'm"},{"speaker":"Unknown","startTime":1335.45,"endTime":1337.79,"body":"interested in doing Google ads,"},{"speaker":"Unknown","startTime":1337.79,"endTime":1340.73,"body":"what would be the thing you're"},{"speaker":"Unknown","startTime":1337.79,"endTime":1340.73,"body":"going to tell me, first and"},{"speaker":"Unknown","startTime":1340.73,"endTime":1343.7,"body":"foremost that I need to know and"},{"speaker":"Unknown","startTime":1340.73,"endTime":1343.7,"body":"understand to do this."},{"speaker":"Unknown","startTime":1343.94,"endTime":1346.58,"body":"So the first thing that I would"},{"speaker":"Unknown","startTime":1343.94,"endTime":1346.58,"body":"recommend, and this is where"},{"speaker":"Unknown","startTime":1346.58,"endTime":1350.3,"body":"I'll be a little bit selfish"},{"speaker":"Unknown","startTime":1346.58,"endTime":1350.3,"body":"here is if you go to comic"},{"speaker":"Unknown","startTime":1350.3,"endTime":1354.56,"body":"fuel.com, slash dition, dirt,"},{"speaker":"Unknown","startTime":1350.3,"endTime":1354.56,"body":"one word, no apostrophe in it,"},{"speaker":"Unknown","startTime":1354.95,"endTime":1358.79,"body":"then this will redirect you to a"},{"speaker":"Unknown","startTime":1354.95,"endTime":1358.79,"body":"completely free resource that we"},{"speaker":"Unknown","startTime":1358.79,"endTime":1361.49,"body":"use for every client that works"},{"speaker":"Unknown","startTime":1358.79,"endTime":1361.49,"body":"with us, which is our variable"},{"speaker":"Unknown","startTime":1361.49,"endTime":1364.07,"body":"performance planner. Eventually,"},{"speaker":"Unknown","startTime":1361.49,"endTime":1364.07,"body":"there'll be other tools that"},{"speaker":"Unknown","startTime":1364.07,"endTime":1367.76,"body":"once they come up where you can"},{"speaker":"Unknown","startTime":1364.07,"endTime":1367.76,"body":"start an email list. And what"},{"speaker":"Unknown","startTime":1367.76,"endTime":1371.0,"body":"this will allow you to do is"},{"speaker":"Unknown","startTime":1367.76,"endTime":1371.0,"body":"there's like a 40 minute YouTube"},{"speaker":"Unknown","startTime":1371.0,"endTime":1372.92,"body":"video that I have just walk you"},{"speaker":"Unknown","startTime":1371.0,"endTime":1372.92,"body":"through how to use it, because"},{"speaker":"Unknown","startTime":1372.98,"endTime":1376.64,"body":"it's a fairly intensive document"},{"speaker":"Unknown","startTime":1372.98,"endTime":1376.64,"body":"to go through if you're trying"},{"speaker":"Unknown","startTime":1376.64,"endTime":1379.82,"body":"to do it by yourself. But it"},{"speaker":"Unknown","startTime":1376.64,"endTime":1379.82,"body":"walks you through a forecasted"},{"speaker":"Unknown","startTime":1379.82,"endTime":1382.67,"body":"list of a range of results. And"},{"speaker":"Unknown","startTime":1379.82,"endTime":1382.67,"body":"what that means is that you'll"},{"speaker":"Unknown","startTime":1382.67,"endTime":1385.94,"body":"find out it will take in a"},{"speaker":"Unknown","startTime":1382.67,"endTime":1385.94,"body":"factor of what if you got this"},{"speaker":"Unknown","startTime":1385.94,"endTime":1388.91,"body":"range of cost per clicks, this"},{"speaker":"Unknown","startTime":1385.94,"endTime":1388.91,"body":"range of conversion rates and"},{"speaker":"Unknown","startTime":1388.91,"endTime":1391.4,"body":"this range of close rates,"},{"speaker":"Unknown","startTime":1388.91,"endTime":1391.4,"body":"depending on the lead quality?"},{"speaker":"Unknown","startTime":1391.58,"endTime":1394.49,"body":"What would the ROI be? What"},{"speaker":"Unknown","startTime":1391.58,"endTime":1394.49,"body":"would the rows be? What would"},{"speaker":"Unknown","startTime":1394.49,"endTime":1396.65,"body":"the profit after your marketing"},{"speaker":"Unknown","startTime":1394.49,"endTime":1396.65,"body":"cost be? What would your"},{"speaker":"Unknown","startTime":1396.65,"endTime":1398.96,"body":"customer acquisition cost be?"},{"speaker":"Unknown","startTime":1396.65,"endTime":1398.96,"body":"What would your cost per lead be"},{"speaker":"Unknown","startTime":1398.96,"endTime":1401.45,"body":"depending on what numbers you'd"},{"speaker":"Unknown","startTime":1398.96,"endTime":1401.45,"body":"like to look at. And then if you"},{"speaker":"Unknown","startTime":1401.45,"endTime":1405.35,"body":"know where you want to be, you"},{"speaker":"Unknown","startTime":1401.45,"endTime":1405.35,"body":"can then use this to determine"},{"speaker":"Unknown","startTime":1405.35,"endTime":1408.05,"body":"and kind of forecast where your"},{"speaker":"Unknown","startTime":1405.35,"endTime":1408.05,"body":"potential profits would be,"},{"speaker":"Unknown","startTime":1408.14,"endTime":1410.18,"body":"depending on how much money"},{"speaker":"Unknown","startTime":1408.14,"endTime":1410.18,"body":"you're spending, depending on if"},{"speaker":"Unknown","startTime":1410.18,"endTime":1412.1,"body":"you wanted to hire someone, you"},{"speaker":"Unknown","startTime":1410.18,"endTime":1412.1,"body":"can also put in what you're"},{"speaker":"Unknown","startTime":1412.1,"endTime":1415.49,"body":"going to pay them and they'll"},{"speaker":"Unknown","startTime":1412.1,"endTime":1415.49,"body":"just factor into your costs, so"},{"speaker":"Unknown","startTime":1415.49,"endTime":1420.29,"body":"on and so forth. And then you"},{"speaker":"Unknown","startTime":1415.49,"endTime":1420.29,"body":"can see, oh, wow, this, if we"},{"speaker":"Unknown","startTime":1420.29,"endTime":1423.26,"body":"have, I'm fairly confident in"},{"speaker":"Unknown","startTime":1420.29,"endTime":1423.26,"body":"our close rate, I'm fairly"},{"speaker":"Unknown","startTime":1423.26,"endTime":1425.06,"body":"confident our conversion rate,"},{"speaker":"Unknown","startTime":1423.26,"endTime":1425.06,"body":"because maybe you get a lot of"},{"speaker":"Unknown","startTime":1425.06,"endTime":1426.95,"body":"traffic already to your site,"},{"speaker":"Unknown","startTime":1425.06,"endTime":1426.95,"body":"you know what your conversion"},{"speaker":"Unknown","startTime":1426.95,"endTime":1430.88,"body":"rates are. But while we pay more"},{"speaker":"Unknown","startTime":1426.95,"endTime":1430.88,"body":"than $2.50 per click, we're"},{"speaker":"Unknown","startTime":1430.88,"endTime":1433.22,"body":"going to be losing money, we"},{"speaker":"Unknown","startTime":1430.88,"endTime":1433.22,"body":"need to be paying a lead no more"},{"speaker":"Unknown","startTime":1433.22,"endTime":1436.85,"body":"than $1.50 per click. So even if"},{"speaker":"Unknown","startTime":1433.22,"endTime":1436.85,"body":"Google says hey, you need pay $2"},{"speaker":"Unknown","startTime":1436.88,"endTime":1440.0,"body":"I'm only gonna pay $1.50. And"},{"speaker":"Unknown","startTime":1436.88,"endTime":1440.0,"body":"sure, that'll cap me in various"},{"speaker":"Unknown","startTime":1440.18,"endTime":1442.49,"body":"places. But until we get our"},{"speaker":"Unknown","startTime":1440.18,"endTime":1442.49,"body":"conversion rate up, we know it's"},{"speaker":"Unknown","startTime":1442.49,"endTime":1444.89,"body":"going to be unprofitable before"},{"speaker":"Unknown","startTime":1442.49,"endTime":1444.89,"body":"even spend a single dollar on"},{"speaker":"Unknown","startTime":1444.89,"endTime":1447.2,"body":"Google as we know, it would be"},{"speaker":"Unknown","startTime":1444.89,"endTime":1447.2,"body":"unprofitable for us to bid more"},{"speaker":"Unknown","startTime":1447.2,"endTime":1451.46,"body":"than $1.50. So it's a very"},{"speaker":"Unknown","startTime":1447.2,"endTime":1451.46,"body":"mathematic and finance related"},{"speaker":"Unknown","startTime":1451.46,"endTime":1455.48,"body":"approach. But it's gonna make it"},{"speaker":"Unknown","startTime":1451.46,"endTime":1455.48,"body":"much easier to start off with a"},{"speaker":"Unknown","startTime":1455.48,"endTime":1458.21,"body":"campaign that has a much higher"},{"speaker":"Unknown","startTime":1455.48,"endTime":1458.21,"body":"chance of success by knowing"},{"speaker":"Unknown","startTime":1458.21,"endTime":1460.46,"body":"what the numbers may look like"},{"speaker":"Unknown","startTime":1458.21,"endTime":1460.46,"body":"ahead of time."},{"speaker":"Unknown","startTime":1461.03,"endTime":1463.55,"body":"So bottom line, they got to"},{"speaker":"Unknown","startTime":1461.03,"endTime":1463.55,"body":"spend some time to figure this"},{"speaker":"Unknown","startTime":1463.55,"endTime":1466.19,"body":"out. It seems to me you got to"},{"speaker":"Unknown","startTime":1463.55,"endTime":1466.19,"body":"spend some time to figure out"},{"speaker":"Unknown","startTime":1466.19,"endTime":1468.47,"body":"what you're going to do. And"},{"speaker":"Unknown","startTime":1466.19,"endTime":1468.47,"body":"then you've got to spend some"},{"speaker":"Unknown","startTime":1468.47,"endTime":1471.68,"body":"time being willing to look the"},{"speaker":"Unknown","startTime":1468.47,"endTime":1471.68,"body":"analytics to determine what's"},{"speaker":"Unknown","startTime":1471.68,"endTime":1474.95,"body":"successful and being willing to"},{"speaker":"Unknown","startTime":1471.68,"endTime":1474.95,"body":"pivot when it's not working to"},{"speaker":"Unknown","startTime":1474.95,"endTime":1477.62,"body":"go to a different time a"},{"speaker":"Unknown","startTime":1474.95,"endTime":1477.62,"body":"different day and things of that"},{"speaker":"Unknown","startTime":1477.86,"endTime":1481.01,"body":"exactly measure twice cut once"},{"speaker":"Unknown","startTime":1477.86,"endTime":1481.01,"body":"otherwise you're going to be"},{"speaker":"Unknown","startTime":1481.31,"endTime":1483.02,"body":"spending a lot of money and"},{"speaker":"Unknown","startTime":1481.31,"endTime":1483.02,"body":"hoping for the best"},{"speaker":"Unknown","startTime":1483.32,"endTime":1486.41,"body":"oh well the name of the company"},{"speaker":"Unknown","startTime":1483.32,"endTime":1486.41,"body":"comet fuel to New Hampshire but"},{"speaker":"Unknown","startTime":1486.41,"endTime":1488.63,"body":"they do and why you help real"},{"speaker":"Unknown","startTime":1486.41,"endTime":1488.63,"body":"estate agents all over the"},{"speaker":"Unknown","startTime":1488.63,"endTime":1491.39,"body":"country. How can they find you"},{"speaker":"Unknown","startTime":1488.63,"endTime":1491.39,"body":"at all you set up the link?"},{"speaker":"Unknown","startTime":1491.42,"endTime":1493.25,"body":"We'll get that link again and"},{"speaker":"Unknown","startTime":1491.42,"endTime":1493.25,"body":"tell them how to find you real"},{"speaker":"Unknown","startTime":1493.25,"endTime":1493.52,"body":"quick."},{"speaker":"Unknown","startTime":1493.82,"endTime":1498.05,"body":"Yes, you can go to comic fuel"},{"speaker":"Unknown","startTime":1493.82,"endTime":1498.05,"body":"comm slash dition dirt all one"},{"speaker":"Unknown","startTime":1498.05,"endTime":1501.98,"body":"word apostrophe and if He wanted"},{"speaker":"Unknown","startTime":1498.05,"endTime":1501.98,"body":"to just reach out directly, you"},{"speaker":"Unknown","startTime":1501.98,"endTime":1504.23,"body":"can always just look me up on"},{"speaker":"Unknown","startTime":1501.98,"endTime":1504.23,"body":"LinkedIn."},{"speaker":"Unknown","startTime":1504.71,"endTime":1506.99,"body":"Fantastic. Well, thank you very"},{"speaker":"Unknown","startTime":1504.71,"endTime":1506.99,"body":"much, Jerry, for being with us."},{"speaker":"Unknown","startTime":1506.99,"endTime":1509.3,"body":"I hope you'll come back again"},{"speaker":"Unknown","startTime":1506.99,"endTime":1509.3,"body":"because I know you and I've"},{"speaker":"Unknown","startTime":1509.3,"endTime":1511.7,"body":"talked about you. I know you"},{"speaker":"Unknown","startTime":1509.3,"endTime":1511.7,"body":"have tons of great topics to"},{"speaker":"Unknown","startTime":1511.7,"endTime":1513.74,"body":"share with real estate agents."},{"speaker":"Unknown","startTime":1511.7,"endTime":1513.74,"body":"I'd love to have you back again."},{"speaker":"Unknown","startTime":1515.69,"endTime":1520.07,"body":"Now to our segment as well stuff"},{"speaker":"Unknown","startTime":1515.69,"endTime":1520.07,"body":"What a mess this certainly is."},{"speaker":"Unknown","startTime":1520.58,"endTime":1525.14,"body":"This is from title news Monday,"},{"speaker":"Unknown","startTime":1520.58,"endTime":1525.14,"body":"July 18. And the byline reads"},{"speaker":"Unknown","startTime":1525.14,"endTime":1527.78,"body":"closings in jeopardy as cloud"},{"speaker":"Unknown","startTime":1525.14,"endTime":1527.78,"body":"hosting vendor suffers"},{"speaker":"Unknown","startTime":1527.78,"endTime":1531.5,"body":"ransomware attack. So what is"},{"speaker":"Unknown","startTime":1527.78,"endTime":1531.5,"body":"cloud star cloud star is a cloud"},{"speaker":"Unknown","startTime":1531.5,"endTime":1535.4,"body":"hosting and data security"},{"speaker":"Unknown","startTime":1531.5,"endTime":1535.4,"body":"provider to title and settlement"},{"speaker":"Unknown","startTime":1535.4,"endTime":1537.86,"body":"companies. Basically, it's the"},{"speaker":"Unknown","startTime":1535.4,"endTime":1537.86,"body":"software the closing attorneys"},{"speaker":"Unknown","startTime":1537.86,"endTime":1541.07,"body":"and title companies use to"},{"speaker":"Unknown","startTime":1537.86,"endTime":1541.07,"body":"provide and prepare their title"},{"speaker":"Unknown","startTime":1541.07,"endTime":1544.4,"body":"insurance policies, as well as"},{"speaker":"Unknown","startTime":1541.07,"endTime":1544.4,"body":"the settlement statement. So"},{"speaker":"Unknown","startTime":1544.4,"endTime":1548.45,"body":"what happened? Well, title cloud"},{"speaker":"Unknown","startTime":1544.4,"endTime":1548.45,"body":"star was a target of a"},{"speaker":"Unknown","startTime":1548.45,"endTime":1551.84,"body":"sophisticated ransomware attack."},{"speaker":"Unknown","startTime":1548.45,"endTime":1551.84,"body":"As you all know, ransomware is a"},{"speaker":"Unknown","startTime":1551.84,"endTime":1555.41,"body":"malicious software or malware"},{"speaker":"Unknown","startTime":1551.84,"endTime":1555.41,"body":"attack that encrypts data on a"},{"speaker":"Unknown","startTime":1555.41,"endTime":1559.37,"body":"computer making it unusable. And"},{"speaker":"Unknown","startTime":1555.41,"endTime":1559.37,"body":"these malicious cyber criminals"},{"speaker":"Unknown","startTime":1559.37,"endTime":1562.79,"body":"hold that data hostage until a"},{"speaker":"Unknown","startTime":1559.37,"endTime":1562.79,"body":"ransom is paid. And if the"},{"speaker":"Unknown","startTime":1562.79,"endTime":1566.9,"body":"ransom is not paid, the data is"},{"speaker":"Unknown","startTime":1562.79,"endTime":1566.9,"body":"either deleted or destroyed or"},{"speaker":"Unknown","startTime":1566.93,"endTime":1569.45,"body":"just completely remains"},{"speaker":"Unknown","startTime":1566.93,"endTime":1569.45,"body":"unavailable. So How bad was this"},{"speaker":"Unknown","startTime":1569.45,"endTime":1572.09,"body":"attacks? Well, according to"},{"speaker":"Unknown","startTime":1569.45,"endTime":1572.09,"body":"cloud star president Chris"},{"speaker":"Unknown","startTime":1572.09,"endTime":1574.67,"body":"curry, he said he does not know"},{"speaker":"Unknown","startTime":1572.09,"endTime":1574.67,"body":"when the company's systems will"},{"speaker":"Unknown","startTime":1574.67,"endTime":1578.27,"body":"be restored. Third Party experts"},{"speaker":"Unknown","startTime":1574.67,"endTime":1578.27,"body":"are assisting and recovery"},{"speaker":"Unknown","startTime":1578.27,"endTime":1581.45,"body":"expert law enforcement has been"},{"speaker":"Unknown","startTime":1578.27,"endTime":1581.45,"body":"informed and brought in but due"},{"speaker":"Unknown","startTime":1581.45,"endTime":1583.73,"body":"to the nature of this tack, and"},{"speaker":"Unknown","startTime":1581.45,"endTime":1583.73,"body":"the time of our systems are"},{"speaker":"Unknown","startTime":1583.73,"endTime":1586.46,"body":"currently inaccessible. And"},{"speaker":"Unknown","startTime":1583.73,"endTime":1586.46,"body":"although we are working around"},{"speaker":"Unknown","startTime":1586.46,"endTime":1589.97,"body":"the clock, we do not have a"},{"speaker":"Unknown","startTime":1586.46,"endTime":1589.97,"body":"definitive restoration timeline."},{"speaker":"Unknown","startTime":1589.97,"endTime":1592.55,"body":"Curry said we'll continue to"},{"speaker":"Unknown","startTime":1589.97,"endTime":1592.55,"body":"investigate the incident provide"},{"speaker":"Unknown","startTime":1592.55,"endTime":1596.6,"body":"updates to customers. Cloud star"},{"speaker":"Unknown","startTime":1592.55,"endTime":1596.6,"body":"operates six data centers in the"},{"speaker":"Unknown","startTime":1596.6,"endTime":1601.25,"body":"United States and they serve"},{"speaker":"Unknown","startTime":1596.6,"endTime":1601.25,"body":"42,000 users. So what that means"},{"speaker":"Unknown","startTime":1601.25,"endTime":1604.67,"body":"is about 42,000 companies across"},{"speaker":"Unknown","startTime":1601.25,"endTime":1604.67,"body":"the United States who provide"},{"speaker":"Unknown","startTime":1604.67,"endTime":1608.24,"body":"title or settlement statement"},{"speaker":"Unknown","startTime":1604.67,"endTime":1608.24,"body":"services cannot access their"},{"speaker":"Unknown","startTime":1608.24,"endTime":1611.6,"body":"software so they can complete"},{"speaker":"Unknown","startTime":1608.24,"endTime":1611.6,"body":"these closings. Now, several of"},{"speaker":"Unknown","startTime":1611.6,"endTime":1614.06,"body":"the other software vendors and"},{"speaker":"Unknown","startTime":1611.6,"endTime":1614.06,"body":"title companies are offering"},{"speaker":"Unknown","startTime":1614.06,"endTime":1617.51,"body":"their help to try to get the"},{"speaker":"Unknown","startTime":1614.06,"endTime":1617.51,"body":"deal back and going. Sean Fox"},{"speaker":"Unknown","startTime":1617.51,"endTime":1620.0,"body":"who is the Director of Sales and"},{"speaker":"Unknown","startTime":1617.51,"endTime":1620.0,"body":"Marketing for premiere one that"},{"speaker":"Unknown","startTime":1620.0,"endTime":1622.7,"body":"is the cloud service that we"},{"speaker":"Unknown","startTime":1620.0,"endTime":1622.7,"body":"use. He said his company is"},{"speaker":"Unknown","startTime":1622.7,"endTime":1626.39,"body":"helping cloud star clients get"},{"speaker":"Unknown","startTime":1622.7,"endTime":1626.39,"body":"up in the Microsoft assure Cloud"},{"speaker":"Unknown","startTime":1626.39,"endTime":1629.81,"body":"Platform solve program quest and"},{"speaker":"Unknown","startTime":1626.39,"endTime":1629.81,"body":"quality are also offering help"},{"speaker":"Unknown","startTime":1629.81,"endTime":1632.66,"body":"to their title companies as well"},{"speaker":"Unknown","startTime":1629.81,"endTime":1632.66,"body":"seeing that they can help"},{"speaker":"Unknown","startTime":1632.66,"endTime":1635.15,"body":"process but unfortunately, these"},{"speaker":"Unknown","startTime":1632.66,"endTime":1635.15,"body":"companies do not have any of"},{"speaker":"Unknown","startTime":1635.15,"endTime":1638.39,"body":"their data since the backups"},{"speaker":"Unknown","startTime":1635.15,"endTime":1638.39,"body":"were affected in this attack as"},{"speaker":"Unknown","startTime":1638.39,"endTime":1641.96,"body":"well. They are setting them up"},{"speaker":"Unknown","startTime":1638.39,"endTime":1641.96,"body":"with blank databases on the"},{"speaker":"Unknown","startTime":1642.14,"endTime":1644.87,"body":"other production software just"},{"speaker":"Unknown","startTime":1642.14,"endTime":1644.87,"body":"to get them operational right"},{"speaker":"Unknown","startTime":1644.87,"endTime":1647.15,"body":"now if the title company has not"},{"speaker":"Unknown","startTime":1644.87,"endTime":1647.15,"body":"made plans, they're just hoping"},{"speaker":"Unknown","startTime":1647.15,"endTime":1650.09,"body":"the cloud star comes back they"},{"speaker":"Unknown","startTime":1647.15,"endTime":1650.09,"body":"will not be able to process any"},{"speaker":"Unknown","startTime":1650.09,"endTime":1652.85,"body":"title orders. So there's a lot"},{"speaker":"Unknown","startTime":1650.09,"endTime":1652.85,"body":"of customers who are going to be"},{"speaker":"Unknown","startTime":1652.85,"endTime":1656.54,"body":"sitting out there unable to get"},{"speaker":"Unknown","startTime":1652.85,"endTime":1656.54,"body":"their closings completed. The"},{"speaker":"Unknown","startTime":1656.54,"endTime":1659.9,"body":"bottom line is is could cause"},{"speaker":"Unknown","startTime":1656.54,"endTime":1659.9,"body":"closing delays if your closing"},{"speaker":"Unknown","startTime":1659.9,"endTime":1663.41,"body":"attorney is using cloud star"},{"speaker":"Unknown","startTime":1659.9,"endTime":1663.41,"body":"again. Blair Cato uses premiere"},{"speaker":"Unknown","startTime":1663.41,"endTime":1667.22,"body":"one so it is not affecting us at"},{"speaker":"Unknown","startTime":1663.41,"endTime":1667.22,"body":"all. But it could demonstrate"},{"speaker":"Unknown","startTime":1667.22,"endTime":1673.49,"body":"how vulnerable we all are. Here"},{"speaker":"Unknown","startTime":1667.22,"endTime":1673.49,"body":"is good news only. This is from"},{"speaker":"Unknown","startTime":1673.49,"endTime":1676.22,"body":"the end report. First American"},{"speaker":"Unknown","startTime":1673.49,"endTime":1676.22,"body":"financial has released its"},{"speaker":"Unknown","startTime":1676.22,"endTime":1679.79,"body":"potential home sales model for"},{"speaker":"Unknown","startTime":1676.22,"endTime":1679.79,"body":"the month of June 2021. And it"},{"speaker":"Unknown","startTime":1679.79,"endTime":1684.47,"body":"found the potential existing"},{"speaker":"Unknown","startTime":1679.79,"endTime":1684.47,"body":"home sales increased to a 6.3 4"},{"speaker":"Unknown","startTime":1684.47,"endTime":1689.51,"body":"million seasonal adjusted"},{"speaker":"Unknown","startTime":1684.47,"endTime":1689.51,"body":"annualized rate of 0.2% month"},{"speaker":"Unknown","startTime":1689.51,"endTime":1693.92,"body":"over month increase. The total"},{"speaker":"Unknown","startTime":1689.51,"endTime":1693.92,"body":"represents an 81.9% increase"},{"speaker":"Unknown","startTime":1693.92,"endTime":1699.17,"body":"from the market potential low"},{"speaker":"Unknown","startTime":1693.92,"endTime":1699.17,"body":"point of February 1983. Ds news"},{"speaker":"Unknown","startTime":1699.17,"endTime":1702.44,"body":"says the housing supply inches"},{"speaker":"Unknown","startTime":1699.17,"endTime":1702.44,"body":"up should keep growing. While"},{"speaker":"Unknown","startTime":1702.44,"endTime":1705.53,"body":"inventory remains low. June"},{"speaker":"Unknown","startTime":1702.44,"endTime":1705.53,"body":"finally saw a month over month"},{"speaker":"Unknown","startTime":1705.56,"endTime":1708.2,"body":"increase in homes for sale for"},{"speaker":"Unknown","startTime":1705.56,"endTime":1708.2,"body":"the first time since March of"},{"speaker":"Unknown","startTime":1708.2,"endTime":1713.24,"body":"2020. That's according to REMAX"},{"speaker":"Unknown","startTime":1708.2,"endTime":1713.24,"body":"that 1.9% increase in supply"},{"speaker":"Unknown","startTime":1713.24,"endTime":1718.13,"body":"however is the baby step"},{"speaker":"Unknown","startTime":1713.24,"endTime":1718.13,"body":"rectifying the 37.5 annual"},{"speaker":"Unknown","startTime":1718.16,"endTime":1722.24,"body":"decrease in residential units on"},{"speaker":"Unknown","startTime":1718.16,"endTime":1722.24,"body":"the market. Mortgage refinancing"},{"speaker":"Unknown","startTime":1722.24,"endTime":1725.72,"body":"fees were dropped by regulators"},{"speaker":"Unknown","startTime":1722.24,"endTime":1725.72,"body":"Fannie Mae and Freddie Mac"},{"speaker":"Unknown","startTime":1725.72,"endTime":1728.75,"body":"according to CNBC are dropping a"},{"speaker":"Unknown","startTime":1725.72,"endTime":1728.75,"body":"fee that they imposed during the"},{"speaker":"Unknown","startTime":1728.75,"endTime":1732.35,"body":"pandemic It was a 50 basis point"},{"speaker":"Unknown","startTime":1728.75,"endTime":1732.35,"body":"fee on all loans delivered"},{"speaker":"Unknown","startTime":1732.35,"endTime":1737.21,"body":"during the pandemic that has now"},{"speaker":"Unknown","startTime":1732.35,"endTime":1737.21,"body":"been deleted and mortgage rates"},{"speaker":"Unknown","startTime":1737.21,"endTime":1740.18,"body":"slide for the third consecutive"},{"speaker":"Unknown","startTime":1737.21,"endTime":1740.18,"body":"week according to em report they"},{"speaker":"Unknown","startTime":1740.18,"endTime":1747.29,"body":"dip below the 3% mark with a 30"},{"speaker":"Unknown","startTime":1740.18,"endTime":1747.29,"body":"year fixed rate average of 2.88%"},{"speaker":"Unknown","startTime":1747.65,"endTime":1753.47,"body":"down from 2.9% now on to"},{"speaker":"Unknown","startTime":1747.65,"endTime":1753.47,"body":"Coronavirus News Coronavirus,"},{"speaker":"Unknown","startTime":1753.92,"endTime":1759.98,"body":"Coronavirus as of 6am July 19. A"},{"speaker":"Unknown","startTime":1753.92,"endTime":1759.98,"body":"total of 161 point 4 million"},{"speaker":"Unknown","startTime":1759.98,"endTime":1763.64,"body":"Americans have been vaccinated"},{"speaker":"Unknown","startTime":1759.98,"endTime":1763.64,"body":"that is 48.6% of the country's"},{"speaker":"Unknown","startTime":1763.64,"endTime":1767.39,"body":"population. The number of fully"},{"speaker":"Unknown","startTime":1763.64,"endTime":1767.39,"body":"vaccinated people in South"},{"speaker":"Unknown","startTime":1767.39,"endTime":1773.54,"body":"Carolina is 2,055,000, which is"},{"speaker":"Unknown","startTime":1767.39,"endTime":1773.54,"body":"representing right at 40% of our"},{"speaker":"Unknown","startTime":1773.54,"endTime":1777.86,"body":"population as well. And the"},{"speaker":"Unknown","startTime":1773.54,"endTime":1777.86,"body":"greatest news of all is 97% of"},{"speaker":"Unknown","startTime":1777.86,"endTime":1780.71,"body":"the people who are now entering"},{"speaker":"Unknown","startTime":1777.86,"endTime":1780.71,"body":"the hospital are unvaccinated."},{"speaker":"Unknown","startTime":1780.71,"endTime":1783.77,"body":"So if you're vaccinated, looks"},{"speaker":"Unknown","startTime":1780.71,"endTime":1783.77,"body":"like you're pretty well"},{"speaker":"Unknown","startTime":1783.77,"endTime":1786.35,"body":"protected. So that's our show"},{"speaker":"Unknown","startTime":1783.77,"endTime":1786.35,"body":"for today. I wanted to thank"},{"speaker":"Unknown","startTime":1786.35,"endTime":1789.56,"body":"Jared again for being with us"},{"speaker":"Unknown","startTime":1786.35,"endTime":1789.56,"body":"today. If you liked this show,"},{"speaker":"Unknown","startTime":1789.56,"endTime":1792.68,"body":"please like us, subscribe to us."},{"speaker":"Unknown","startTime":1789.56,"endTime":1792.68,"body":"But most importantly, please"},{"speaker":"Unknown","startTime":1792.68,"endTime":1795.11,"body":"share us with all your real"},{"speaker":"Unknown","startTime":1792.68,"endTime":1795.11,"body":"estate agent friends, as we"},{"speaker":"Unknown","startTime":1795.11,"endTime":1798.23,"body":"continue to try to grow our show"},{"speaker":"Unknown","startTime":1795.11,"endTime":1798.23,"body":"and we'll see you next week."}]}